The Role of Time in the Action of the Consumer

A phenomenological approach was used to study the temporal system of consumers, an important but neglected aspect of individual action and consumer behavior. Two patterns of temporal attitude with profoundly different implications for consumer behavior were identified: some individuals appear to live and act as if they are more subject to deterministic functioning in relation to their temporal orientation, while other appear subject to voluntaristic functioning. Different temporal orientations may induce different sorts of motivation, different plans, the consumption of different types of products, and different specific attitudes that elicit a certain organizational process in relation to products. Copyright 1990 by the University of Chicago.

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