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@article{ Brodowsky2008,
 title = {The Best of Times is Now},
 author = {Brodowsky, Glen and Granitz, Neil and Anderson, Beverlee},
 journal = {Time & Society},
 number = {2-3},
 pages = {233-260},
 volume = {17},
 year = {2008},
 doi = {https://doi.org/10.1177/0961463X08093424},
 urn = {https://nbn-resolving.org/urn:nbn:de:0168-ssoar-223639},
 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.},
}