Time Orientation: The Role of Culture and its Marketing Applications

P. Simbrunner, Katerina Makri, Bodo B. Schlegelmilch

Veröffentlichungen: Beitrag in FachzeitschriftArtikelPeer Reviewed

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.
OriginalspracheEnglisch
Seiten (von - bis)17-21
FachzeitschriftTransfer - Werbeforschung und Praxis
Jahrgang63
Ausgabenummer1
PublikationsstatusVeröffentlicht - 2017
Extern publiziertJa

ÖFOS 2012

  • 502016 KMU-Forschung

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