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Understanding the Experience of Time Scarcity

Linking Consumer Time-Personality and Marketplace Behavior

School of Business at Rutgers University, ckaufman{at}camden.rutgers.edu

Jay D. Lindquist

Haworth College of Business at Western Michigan University, jay.lindquist{at}wmich.edu

In this study we examine the concept of time scarcity in relation to individuals' time-personalities. That is, we propose that when individuals experience high levels of time scarcity, they are likely to have certain ways of thinking about and using time that may reinforce their experience of time shortage. In order to examine these potential linkages, we examine the responses of adult heads of households regarding their habitual methods of planning and using their time. We also extend our investigation to the consumer realm to identify whether time-personality variables associated with time scarcity are also associated with marketplace inefficiencies. Following precedent in time construct analysis, a stepwise regression was used to examine and identify a set of time-personality variables that predict an individual's perceptions of time scarcity. Correlations are also found between the time-personality variables and several marketplace behaviors.

Key Words: time perception • time-personality • time scarcity • time style • time use

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