Counting Down Makes Time Pass More Quickly

When research participants were asked to give a hand-exercise ball 25 squeezes, the time required for the task felt 20% shorter to those who counted down from 25 to 1 than to those who counted from 1 to 25, say Edith Shalev of Technion Israel Institute of Technology and Vicki G. Morwitz of New York University. In a related experiment, people who squeezed a hand grip while counting down, rather than up, had a more favorable attitude about the product and expressed a greater willingness to buy it. Counting down may seem more exciting than counting upward, and the distraction may decrease time judgments, the researchers say.

Counting Down Makes Time Pass More Quickly

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