Download Times on the Internet : Does Being Relaxed Make Time Go Faster?

Integrating research on the antecedents of time perception, which suggests that heightened feelings of tension (relaxation) lead to a perception that time is passing slowly (quickly), with recent findings on the feelings evoked by color, we propose that perceptions of download time can be managed by a variable that is ubiquitous in website contexts: background screen color. In particular, colors that induce greater relaxation (vs. tension) should quicken perceptions of download time. Support for our conceptualization was obtained in a series of experiments that manipulated background screen color along the three dimensions of color: hue, chroma and value. Further support for the conceptualized role of felt relaxation-tension in the perception of the speed of a download was provided by the results confirming that a second exposure to a the screen of the color while waiting for a download led to both lesser feelings of relaxation (higher tension) and a slower perceived download time, compared to a first exposure. The conceptualization and research findings are examined in the context of the need for websites to manage consumers' perceptions of download times, as download time is a key facet of staying competitive in the e-commerce environment