Presentations

Poster: The Effect of Duration Metrics on Consumer Satisfaction

Tari Dagogo-Jack, Boston College

Poster Session Presentation

In an increasingly time—and attention—scarce world, companies must effectively manage consumers’ expectations about the time costs involved in consumption-related activities. Accordingly, many marketers in time-intensive industries have begun providing consumers with duration metrics—information about how long people typically spend on a given activity (e.g., reading news articles). How does such information actually influence consumers’ engagement and satisfaction? Tari Dagogo-Jack will present findings from media website engagement data and controlled laboratory experiments suggesting that setting higher expectations for time expenditures can increase satisfaction and word-of-mouth.

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