The time of consumers: A review of researches and perspectives

Abstract

This article provides a synthesis of the research on consumer time. Based on a systematic review of studies from the past 25 years, it offers an original interpretative framework by grouping consumer time into two categories. In the first, the studies on ‘resource time’ reveal that time is perceived differently according to situational and individual antecedents. In the second, the research on ‘personality trait time’ presents time from a global (where time is perceived as a whole), comparative (comparing several time zones) or selective (positioned in a precise time zone) perspective, which is characterised according to the depth to which the time variable is anchored in an individual’s personality. Although this categorisation sheds light on the concept of consumer time, it was not possible to establish a unified theoretical anchoring. This research argues in favour of decompartmentalising the different approaches and methodologies.

Development and Evaluation of the Chronic Time Pressure Inventory

“…This reflects the subjective perception of time pressure. Particularly the fact that individuals can view it either as motivating, or as something to endure (Lallement and Gourmelen, 2018).…”

A consumption timecycle: contextually situated and temporally recurring experiences

“…It defines time as subjective and its perceived length may vary. Time cannot be calculated, and it is resistant to abstract generalisations; it is an individual resource and a dimension of human experience (Bergadaà, 1990;Cotte et al, 2004;Holbrook and Hirschman, 1982;Lallement and Gourmelen, 2018). Consumer time can be understood in terms of lived experience and is based on consumption tasks, events or practices (Bergadaà, 1990;Hirschman, 1987;Woermann and Rokka, 2015), which include psychological (Cotte et al, 2004;Graham, 1981;Hirschman, 1987;Hornik, 1984;Usunier and Valette-Florence, 2007), as well as social and cultural perspectives (Hirschman, 1987;Shove et al, 2009;Woermann and Rokka, 2015).…”

“…The concept of a consumption timecycle shares common elements with established conceptions of consumer time, but it is inconsistent with the temporal concepts stressing individuals' perspectives and their experiences. Complex characteristics of consumer time tend to escape an overarching theory construction (Lallement and Gourmelen, 2018). This also applies in the case of the consumption timecycle.…”

“…The distant echoes from more than 40 years ago can still be heard, as researchers have recently called for a unified theoretical anchoring of the concept of consumer time. However, with time being such a broad topic, others have proposed decompartmentalising the research on consumer time rather than attempting to construct an overarching theory (Lallement and Gourmelen, 2018).…”

“…Existing research on the temporality of consumption has often been classified under two broad frameworks: one refers to universal and objective time, whereas the other refers to subjective and internalised time. The first approach stresses time as a valuable resource for consumers from the perspective of rational decision-making and time allocation theories (Lallement and Gourmelen, 2018). According to this understanding of time, linear-separable time can be divided into discrete units and allocated for actions.…”