Kluckhohn and Strodtbeck (1961) included time orientation as one of the four fundamental value orientations of different cultures. Evidence suggests that some people are more prone to a past-orientation, whereas others are prone to a future-orientation, depending on their cultural backgrounds. Time orientation refers to the emphasis of the past and tradition as opposed to living for today or investing in tomorrow (Henry 1976). This paper explores the possibility of developing valid measures for some dimensions (time orientation and time extension) of the cross-cultural time perspective. However, some researchers (Doob 1971 Graham 1981 Kluckhohn and Strodtbeck 1961 Hall 1976, 1987) have recognized distinctive cultural differences in subjective time perspectives. Relatively less attention has been paid to subjective time perspective, which is related to our subjective experience of the past, present, and future (Edlund 1987). Consumer researchers have also shown a growing interest in time (Feldman and Hornik 1981 Graham 1981 Hirschman 1987 Hornik 1982, 1984 Jacoby, Szybillo, and Berning 1976). Subjective time duration, which refers to our subjective experience of time passage as influenced by our affect, emotion, and/or other situational and structural variables, has received a great deal of coverage in the psychology literature (see Fraisse 1984 for a review). To the extent that human behaviors are in response to what is perceived, and not what exists in reality, subjective time is of particular relevance to the study of consumer behavior. The first two conceptions refer to our objective understanding of time, while the last two refer to our subjective experience of time. Lehmann (1967) classified time into four categories: external lime (clock time), internal time estimation (internalized clock time), subjective time awareness (duration), and subjective time perspective. Due to its complexity, Fraisse (1984) suggests that time should be viewed as a notion rather as a construct. Time is a multi-dimensional cognitive-motivational-cultural construct (Trommsdorf 1983). Thus, the study concludes that more work in the scale development area concerning time orientation may well be a contribution to the area of cross-cultural consumer research. Although the reliability of the measures is weak even for exploratory purposes, the pattern of relationships between time orientation and other variables used in cross-cultural research (acculturation and locus of control) is what should be expected on a theoretical basis. We argue that concern for one's time orientation in studies of cross-cultural consumer behavior is needed, and then discuss the development of measures for the construct. THE DEVELOPMENT OF TIME ORIENTATION MEASURES FOR USE IN CROSS-CULTURAL RESEARCH Solomon, Provo, UT : Association for Consumer Research, Pages: 135-142.Īdvances in Consumer Research VolPages 135-142 Gentry (1991) ,"The Development of Time Orientation Measures For Use in Cross-Cultural Research", in NA - Advances in Consumer Research Volume 18, eds. ABSTRACT - We argue that concern for one's time orientation in studies of cross-cultural consumer behavior is needed, and then discuss the development of measures for the construct.
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