Time, temporality and consumer behaviour

Abstract

Time as a dependent (temporal patterning or allocation) or independent (temporal context) variable in the study of marketing problems has attracted a range of researchers who use a variety of paradigms. Common to the majority of approaches is the notion of an abstract, absolute, linear, irreversible, monotonic, homogeneous and divisible structure of time, into which consumer behaviour is set. In particular, current consumer models pay little attention to the phenomenological experience of both time and temporality. The perceived and experienced duration over which events can occur draws attention to notions of time beyond normal temporal horizons. This is illustrated through the example of certain financial service products where the expansion of everyday time horizons is required to understand the total consumption act. It is proposed that an understanding of the consumption act requires an insight into the consumer′s own temporality and that embedded in the product or service being consumed. Further, there needs to be harmony between these temporalities to optimise the utility to be gained from the transaction.