If Time Is Money Is It a Common Currency? Time in Anglo,Asian, and Latin Cultures |
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| Authors: | Glen H Brodowsky Beverlee B Anderson Camille P Schuster Ofer Meilich M Ven Venkatesan |
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| Institution: | 1. Department of Marketing, College of Business , California State University , San Marcos, CA;2. College of Business Administration , University of Rhode Island , Kingston, RI |
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| Abstract: | ABSTRACT Social time affects the timing and frequency of purchases, the hours consumers patronize businesses, and how long consumers expect products to last. Understanding how culturally based social time attitudes differ will help marketers tailor their offerings and messages to consumers whose concepts of time differ. This exploratory study combined related streams of time literature to examine constructs of social time differences across cultures. Drawing upon a sample of 1377 respondents from six countries representing three cultural groups (Anglo, Latin, and Asian), the study explores the similarity and differences of cultural social time differences among these three groups. |
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| Keywords: | Cross-cultural marketing social time systems time |
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