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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Time, temporality and consumer behaviour: A review of the literature and implications for certain financial services


Document Information:
Title:Time, temporality and consumer behaviour: A review of the literature and implications for certain financial services
Author(s):P.T. Gibbs, (Ashford, Kent, UK)
Citation:P.T. Gibbs, (1998) "Time, temporality and consumer behaviour: A review of the literature and implications for certain financial services", European Journal of Marketing, Vol. 32 Iss: 11/12, pp.993 - 1007
Keywords:Consumer behaviour, Financial services, Marketing research, Marketing theory, Phenomenology, Services, Time
Article type:Literature review
DOI:10.1108/03090569810243622 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Time as a dependent (temporal patterning or allocation) or independent (temporal context) variable in the study of marketing problems has attracted a range of researchers who use a variety of paradigms. Common to the majority of approaches is the notion of an abstract, absolute, linear, irreversible, monotonic, homogeneous and divisible structure of time, into which consumer behaviour is set. In particular, current consumer models pay little attention to the phenomenological experience of both time and temporality. The perceived and experienced duration over which events can occur draws attention to notions of time beyond normal temporal horizons. This is illustrated through the example of certain financial service products where the expansion of everyday time horizons is required to understand the total consumption act. It is proposed that an understanding of the consumption act requires an insight into the consumer's own temporality and that embedded in the product or service being consumed. Further, there needs to be harmony between these temporalities to optimise the utility to be gained from the transaction.



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