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Perceptual Time Patterns (`Time-Styles')

A Psychometric Scale

Pierre Valette-Florence

Issues pertaining to the perception of time are central to many marketing dynamics, especially for consumer behaviour. This article first presents time frames as they are established within a society (mostly described by sociology and anthropology) in relation to the perception of individuals (mostly through experimental and social psychology, as well as the marketing literature). A psychometric scale is then introduced in order to capture these time orientations (`time-styles'). Three hundred questionnaires containing 180 items, based on previous studies, have been administered. Six main dimensions are identified: preference for economic/organized time; preference for non-linear/unorganized time; orientation towards the past; orientation towards the future; time submissiveness; time anxiety.

Key Words: time • marketing • perception • consumer behaviour • psychometric scale

Time & Society, Vol. 3, No. 2, 219-241 (1994)
DOI: 10.1177/0961463X94003002005


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