When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience

Maÿ, F.; Monga, Ashwani

doi:10.1086/673384

Cited by 71 publications

(63 citation statements)

References 67 publications

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“…High‐power people were less likely than lower power people to feel the brand could exert control over them. Also related to an effectance motivation, people seem to imbue even an abstract entity like “time” with a human‐like mind (e.g., “time has a will of its own,” May & Monga, 2014, p. 924). Perhaps underlying this judgment is the lack of effectance associated with time (i.e., time is difficult to control).…”

Section: The Human Versus Nonhuman Research Streammentioning

confidence: 99%

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

2017

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We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human‐like forms, minds, and personality characteristics. A second stream identifies ways that a consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can view brands in ways that are analogous to the types of relationships they have with people. We review research in these three areas and point out connections among these research streams. In part, we accomplish this by showing that factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies, are also relevant to other ways of humanizing brands. We identify major propositions derived from this research and several areas for which additional research is needed. We conclude with recommendations for the many opportunities for expanding our conceptual and empirical understanding of this domain.

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Section: The Human Versus Nonhuman Research Streammentioning

confidence: 99%

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

2017

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“…This indicates that products behaviour have a positive effect on consumer behaviour. Anthropomorphism can be generated through the object illustrated having human character and behaviour, such as time anthropomorphism (May & Monga, 2014) which illustrates that the time has properties like a human and affect consumer purchasing decisions. In this study, we illustrate the benefits of products like the human behaviour, so that the efficacy of the product can be seen through demonstrating the benefits of the product.…”

Section: Anthropomorphic Demonstrationmentioning

confidence: 99%

“…Stable individual differences in the tendency to anthropomorphise could arise from differences in culture, norms, experience, education, and attachment to human and nonhuman agents (Epley et al, 2007). For instance, individuals who feel lonely (sociality motivation) will have a high tendency of anthropomorphism (Epley et al, 2008), low-power individuals will also have a high tendency of anthropomorphism (Kim & McGill, 2011;May & Monga, 2014). We examine the possibility that people with low anthropomorphic tendency will have a positive response when a character has high similarity to human.…”

Section: Perceived Similaritymentioning

confidence: 99%

“…Brands that are illustrated to behave like human can influence consumers to behave as they reflect the brand image (Aggarwal & McGill, 2012). May and Monga (2014) proposed time anthropomorphism, which described that people have a tendency to imbue time with human-like mental states, reduce consumer patience, and then influence the purchase decision.…”

Section: Introductionmentioning

confidence: 99%

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Anthropomorphism in Advertising: The Effect of Anthropomorphic Product Demonstration on Consumer Purchase Intention

Laksmidewi

Susianto²,

Afiff³

2017

AAMJ

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“…Time can be a barrier to acquisition but it can also be used to encourage consumers to spend more money, such as paying for express delivery of an item in a bid to receive it faster ( May and Monga, 2014).…”

Section: Time and The Service Encountermentioning

confidence: 99%

Emotional timescapes: the temporal perspective and consumption emotions in services

Maguire

Geiger

2015

Journal of Services Marketing

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This exploratory study examines how the temporal aspect of service consumption impacts the emotions that are created within consumers during service encounters. The authors adopted mobile phone or 'SMS' diaries to capture the emotions that participants experienced at the very moment they were being felt or 'in-vivo'. The study suggests that the temporal perspective is a dominant cause of consumption emotions in services, influencing consumers'emotions from before the service encounter commences to its conclusion, and in some cases beyond the conclusion of the service event. Other antecedents of consumption emotions such as interactions with staff and the servicescape are influenced by, and interwoven with this temporal aspect. By capturing emotions as they were experienced, recall difficulties that might have been encountered had the emotions been measured retrospectively were eliminated, allowing the researchers to construct a comprehensive account of the chronology and contiguity of the emotions created within consumers during service encounters. While certain aspects of time such as the consequences of queuing and waiting have been addressed in the services marketing literature, a detailed understanding of how time impacts consumption emotions in services from the start to the conclusion of service encounters has not been undertaken to date. This research addresses that gap by examining how the temporal perspective influences not only consumption emotions in customers per se but how it also influences other causes of consumption emotions that customers encounter during service transactions.

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When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience

Cited by 71 publications

References 67 publications

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

Anthropomorphism in Advertising: The Effect of Anthropomorphic Product Demonstration on Consumer Purchase Intention

Emotional timescapes: the temporal perspective and consumption emotions in services

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