The Best of Times is Now

Abstract

Although researchers have found that cognitive temporal structures differ across cultures, few have studied the cognitive temporal structures of subcultures within them — and in a consumer behavior context. Integrating the literature on time, culture and consumer behavior, this study empirically tests for variations in time perceptions between the dominant heterosexual culture and the gay subculture. Results indicate that there may be socio-cultural elements of a subculture that produce variation in a subculture's temporal cognitive structure. Compared to heterosexuals, gays are more present-oriented. This finding is then applied to predict differences in consumer behavior.

Students’ long-term orientation role in e-learning success: A Brazilian study

“…Culture acts as an influential factor influenced by information processing, and cognition (Earley and Ang, 2003;Tarhini et al, 2017) included social, organizational and individual characteristics and investigated if those characteristics led to predicting e-learners students' behavioral intention (Tarhini et al, 2017) and e-learning usage. Some studies (Brodowsky et al, 2008;Leonard, 2008) show that in culture, temporal orientation (e.g., STO) is an important aspect because it explains the behavior of individuals. The users' time orientation' impact on website usage also has repercussions on their attitude, as confirmed in some studies on STO/LTO and website quality perceptions (Hassan et al, 2011;Singh et al, 2006;Tsikriktsis, 2002).…”