Abstract
Time orientation is part of a person’s culture and influences people’s world views and behaviors. As such, it is fundamental to a consumer’s personality and exerts a dynamic influence on his/her decisions and actions. Previous research indicates three types of time perceptions: past, present and future. Based on a review of the existing literature, we argue that time orientation, being a socially and culturally constructed factor, might be a perception adaptable to circumstances or to several stimuli, rather than a static or inherent trait. Moreover, we aim to highlight the importance of culture in the formulation of a specific orientation. Some initial findings from a cross cultural study in Austria, China, Russia and Uruguay support our notion and are presented in the paper. Finally, marketing applications of the construct are discussed.
Originalsprache | Englisch |
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Seiten (von - bis) | 17-21 |
Fachzeitschrift | Transfer - Werbeforschung und Praxis |
Jahrgang | 63 |
Ausgabenummer | 1 |
Publikationsstatus | Veröffentlicht - 2017 |
Extern publiziert | Ja |
ÖFOS 2012
- 502016 KMU-Forschung