Human beings are always performing tasks under time pressure. In this research we question whether the direction in which the time is monitored during such tasks has an impact on the perceptions and behaviours of people performing those tasks. Through three studies, we infer that downward (upward) time-keeping results in a higher (lower) preference for calorie-rich foods, and higher (lower) risk-aversion and lower (higher) helping intentions. It is also found that resource deficiency induced by the direction of time-keeping is compensated for in a domain-general manner by seeking or saving resources in other domains, such as calories, money, and effort. This effect is attenuated by recalling instances of resourcefulness. Related alternate explanations are addressed. We contribute to the extant research by eliciting and explaining the consequences of the otherwise mundane activity of time-keeping.