Time Orientation: The Role of Culture and its Marketing Applications
- Author(s)
- P. Simbrunner, Aikaterini Makri, Bodo B. Schlegelmilch
- 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.
- Organisation(s)
- External organisation(s)
- Wirtschaftsuniversität Wien (WU)
- Journal
- Transfer - Werbeforschung und Praxis
- Volume
- 63
- Pages
- 17-21
- ISSN
- 1436-798X
- Publication date
- 2017
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502016 SME-research
- Keywords
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/time-orientation-the-role-of-culture-and-its-marketing-applications(272af8fa-6639-4356-8fc3-11726ddcea5b).html