The Times of Their Lives: Phenomenological and Metaphorical Characteristics of Consumer Timestyles

13 Pages Posted: 21 Jan 2016

See all articles by June Cotte

June Cotte

University of Western Ontario - Richard Ivey School of Business

S. Ratneshwar

University of Missouri at Columbia - Robert J. Trulaske, Sr. College of Business

David Glen Mick

University of Virginia - McIntire School of Commerce

Date Written: September 19, 2004

Abstract

Timestyles are the customary ways in which people perceive and use time. We propose that individuals’ timestyles can be categorized in terms of social, temporal, planning, and polychronic orientations. We examine timestyle in a phenomeno-logical investigation of a sample of American women and identify five emergent symbolic metaphors for time (pressure cooker, map, mirror, river, and feast) that holistically encapsulate informants’ multidimensional timestyles. We discuss the theoretical and substantive implications of our findings for understanding the role of timestyles in consumer behavior and in the ongoing conflicts that consumers experience in deciding what they should do with their discretionary time.

Keywords: time, time style, consumer, metaphors

Suggested Citation

Cotte, June and Ratneshwar, S. and Mick, David Glen, The Times of Their Lives: Phenomenological and Metaphorical Characteristics of Consumer Timestyles (September 19, 2004). Journal of Consumer Research, Vol. 31, No. 3, 2004, Available at SSRN: https://ssrn.com/abstract=2718412

June Cotte (Contact Author)

University of Western Ontario - Richard Ivey School of Business ( email )

1255 Western Road
London, Ontario N6G 0N1
Canada

S. Ratneshwar

University of Missouri at Columbia - Robert J. Trulaske, Sr. College of Business ( email )

331 Cornell Hall
Columbia, MO 65211
United States

David Glen Mick

University of Virginia - McIntire School of Commerce ( email )

P.O. Box 400173
Charlottesville, VA 22904-4173
United States

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