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Time perception and consumer behaviour: some cross‐cultural implications
Author(s) -
HAYNES PAULA,
NIXON JUDY C.,
WEST JUDY F.
Publication year - 1990
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1990.tb00033.x
Subject(s) - ethnocentrism , perception , cross cultural , arabic , psychology , marketing , social psychology , sociology , business , linguistics , philosophy , neuroscience , anthropology
Perception of time differs across cultures. As time perception is a critical component of consumer decision making, awareness of such differences is a key to successful cross‐cultural marketing. Mistakes in international marketing efforts are frequently traceable to ethnocentric cultural assumptions. No culture's perception of time is ‘right’, but there can be a tendency to impose such assumptions without cultural self‐awareness. Time perception differences in four cultures are examined: Anglo, Hispanic, Eastern and Arabic. Implications for marketing efforts due to these cross‐cultural differences are offred.