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The Best of Times is Now

[journal article]

Brodowsky, Glen; Granitz, Neil; Anderson, Beverlee

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Abstract Although researchers have found that cognitive temporal structures differ across cultures, few have studied the cognitive temporal structures of subcultures within them — and in a consumer behavior context. Integrating the literature on time, culture and consumer behavior, this study empirically tests for variations in time perceptions between the dominant heterosexual culture and the gay subculture. Results indicate that there may be socio-cultural elements of a subculture that produce variation in a subculture's temporal cognitive structure. Compared to heterosexuals, gays are more present-oriented. This finding is then applied to predict differences in consumer behavior.
Classification Sociology of Economics; Women's Studies, Feminist Studies, Gender Studies
Free Keywords cognitive temporal structure; consumer behavior; culture; gay; subculture;
Document language English
Publication Year 2008
Page/Pages p. 233-260
Journal Time & Society, 17 (2008) 2-3
Status Postprint; peer reviewed
Licence PEER Licence Agreement (applicable only to documents from PEER project)