This pattern occurs consistently regardless of whether consumers gain the time from canceled work-related or leisure activities. In a series of five laboratory experiments and naturalistic field studies, we found that consumers spend more of their free time on hedonic activities than on utilitarian activities when they gain the time unexpectedly (i.e., found time), but not when they know about the free time in advance. Given the increasing time pressure that consumers experience in their daily lives, it is important to understand how they spend windfall (or unexpected) free time, which we term found time. Consumers often gain extra free time unexpectedly.
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