| Abstract: | Abstract Since consumer behavior can be considered an activity that occupies time and attitudes toward time and its value differ across cultures, then differences in attitudes toward time may prove to be a meaningful way to segment markets. This study investigates differences in American and Mexican consumers' attitudes toward time. After a brief review of the literature relating to the role of time in consumer behavior, a cross-cultural study of consumer attitudes towards time is described and analyzed. Implications for adapting marketing messages based on culturally-based attitudes toward time are then discussed. |
