Time perspective in consumer behavior
pp. 353-369
in: Maciej Stolarski, Nicolas Fieulaine, Wessel van Beek (eds), Time perspective theory; review, research and application, Berlin, Springer, 2015Abstract
The chapter focuses on the relationship between time perspective and economy and consists of three parts: I. The first reviews the history of conceptual and empirical research in time and economy, a special attention is paid to the classic marshmallow test (Mischel et al.) and to the work of Zimbardo and Boyd. II. The second part describes a recent empirical probe in time perspective and saving/spending behavior of a representative Czech sample (N = 1,049). The results confirm the influence of time perspective (assessed by ZTPI) on economic behavior, especially of Future orientation (increased regular saving and loan-repaying behavior, higher past and anticipated purchases of furnishings), Present hedonism (higher anticipation of furnishing purchases), and Present Fatalism (high loans repayment, unlikely purchase of vacations abroad). III. The final part points out the worrisome trends, especially targeting immature consumers, as well as immediate gratification and disregarding future perspective in economy and politics.