Pattern of similarities/differences in time orientation and advertising attitudes

Abstract

Purpose – The empirical, cross-national study reported here examines how time orientations influence attitudes toward advertising in two emerging Asian economies with very different background and time orientation, namely Macau and Georgia. The paper aims to discuss these issues. Design/methodology/approach – Questionnaire was used as an instrument to conduct a survey for the study. The questionnaire design was adapted from Rojas-Méndez et al. study. The two samples were collected through either a drop-off-and-pick-up method or street-intercept interview. Findings – Georgians are found to be more past oriented and had had more suspicious feelings about advertising whereas Macau data indicated more future-orientation was the most dominant dimensions and they had better dispositions towards advertising. Practical implications – With the findings, managers of different time orientation markets can consider one more factor to strike for the optimal balance in placing their promotional budget between pull and push strategy, and between above-the-line and below-the-line activities when executing the pull strategy. Social implications – Government of different time orientation can be more informed of the effectiveness of using advertising to communicate with its citizens in its culture. Originality/value – Studies on how time orientation relates to attitudes toward advertising are few and such relationship appears to be never compared within two Asian countries with very different background and time orientation.

Driving forces of green consumption in sharing economy

“…According to the time perspective theory, it is believed that we, our relationships, and the world are affected by temporally based cognitive processes. Researches and marketers argue that consumers view the world in a form of space, time and possessions, although research is scarce in terms of time orientations (Kaynak et al, 2013). Consumer experiences are altered by three different time perspectives, which are past, present and future.…”

What’s going on in my mind? The effects of cognitive differences on buying impulsiveness, cognitive dissonance, and price consciousness

“…Moreover, future‐oriented consumers are expected to be more price‐conscious. A consumer who makes decisions in the current period by considering the future saves as much as possible for their future goals (Jochemczyk et al., 2016; Kaynak et al., 2013; Kees, 2011), and is therefore careful about purchasing at lower prices. In addition, future‐oriented consumers determine their goals and targets in advance and develop different options for different potential scenarios (Martin & Rubin, 1995; Mazibuko & Tlale, 2014; Schacter et al., 2008; Steinberg et al., 2009).…”

“…As a result, such individuals may be expected to show higher price consciousness to have minimal spending and more saving for the future to minimize risks. In addition, future orientation leads to a belief that time is continuous and one always needs to save money for the future (Kaynak et al., 2013). Similarly, the more the person believes that the past and the present influence the future, the greater the desire to save money for future use (Spears et al., 2000).…”

Advertising avoidance: a literature review

“…A new research direction recently carried out by scientists is to avoid advertising based on the theory of time in which time is considered a guide in behavior from a cultural perspective. Each country has a different orientation but converges into a prominent direction in three directions: past, present, or future Kaynak et al, 2013). Pagendarm and Schaumburg (2001) argue that people avoid advertising because the ad position is not convenient and does not create an attraction for customers to click to see.…”