Calendar Mindset: How Scheduling Takes the Fun and Puts the Work in

Tonietto Gabriela and Selin A. Malkoc (2016) “Calendar Mindset: How Scheduling Takes the Fun and Puts the Work in,” Journal of Marketing Research, 53(6), 922-936.

63 Pages Posted: 21 May 2018

See all articles by Gabriela Tonietto

Gabriela Tonietto

Rugers Business School

Selin A. Malkoc

Fisher College of Business, The Ohio State University

Date Written: April 1, 2016

Abstract

Consumers often schedule their activities in an attempt to use their time more efficiently. Although the benefits of scheduling are well established, its potential downsides are not well understood. The authors examine whether scheduling uniquely undermines the benefits of leisure activities. In 13 studies using unambiguous leisure activities that consumers commonly schedule (e.g., movies, a coffee break), they find that scheduling a leisure activity (vs. experiencing it impromptu) makes it feel less free-flowing and more work-like. Furthermore, scheduling diminishes utility from leisure activities, in terms of both excitement in anticipation of the activities and experienced enjoyment. Importantly, the authors find that maintaining the free-flowing nature of the activity by “roughly scheduling” (without prespecified times) eliminates this effect, thus indicating that the effect is driven by a detriment from scheduling rather than by a boost from spontaneity. The reported findings highlight an important opportunity for marketers to improve consumers’ experiences and utility by leveraging scheduling behavior while also providing important implications for consumer well-being from leisure consumption.

Keywords: scheduling, calendars, time consumption, leisure consumption

JEL Classification: M31, Z32, D90, E21

Suggested Citation

Tonietto, Gabriela and Malkoc, Selin A., Calendar Mindset: How Scheduling Takes the Fun and Puts the Work in (April 1, 2016). Tonietto Gabriela and Selin A. Malkoc (2016) “Calendar Mindset: How Scheduling Takes the Fun and Puts the Work in,” Journal of Marketing Research, 53(6), 922-936. , Available at SSRN: https://ssrn.com/abstract=3163869

Gabriela Tonietto

Rugers Business School ( email )

The State University of New Jersey
1 Washington Park
Newark, NJ 07102-3122
United States

Selin A. Malkoc (Contact Author)

Fisher College of Business, The Ohio State University ( email )

2100 Neil Avenue
Columbus, OH 43210-1144
United States

HOME PAGE: http://https://fisher.osu.edu/people/malkoc.5

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