Consumer decision making, Maximizing trait, Time pressure, Browsing behavior, Assortment size,

The present research focuses on time planning style, an individual's habitual approach to time management, in relation to the use of the Web. We theorize and provide empirical evidence that highly analytic versus spontaneous planners are more likely to seek utilitarian rather than hedonic benefits from Web use. This pattern is associated with downstream relationships between the types of benefits sought and various Web usage behaviors (e.g., exploratory, entertainment, information search, and electronic shopping). A notable finding is that both planning styles are positively associated with electronic shopping, but due to different types of benefits that are sought. Implications are discussed for marketers’ customization of Web page content based on segmenting the possible audience on time planning styles.

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The moderating roles of consumer brand involvement type and product type on the effect of a match between consumers' selfschema and the cause a brand supports on consumers' preference for the cause-supporting brand is investigated. The authors show that a schema-cause match enhances consumer preference for a brand engaging in cause-related marketing when (1) consumers' involvement with the brand is of the impression-relevant type (vs. outcome-relevant type) and (2) when the branded product is functional (vs. hedonic).

This research investigates the influence of ageing and its associated time horizon perspective on responses to promotion versus prevention focus advertisements. The results show that both older and younger adults had more favourable reactions to prevention versus promotion focus advertisements when they were asked to think about time as limited. When older and younger adults were asked to think about time as expansive, they had better liking of the promotion focus appeal. In the absence of time horizon manipulation, older adults preferred the prevention message, whereas younger adults expressed similar liking for both promotion and prevention messages. Theoretical and managerial implications and directions for future research are also discussed.