PSYCHOLOGICAL TIME - THE CASE OF TIME AND CONSUMER-BEHAVIOR

Psychological time is one of the most important dimensions for underst anding human behaviour. Short durations, in particular, have a special role in everyday life and their perception is a factor which explains important aspects of behaviour. These arguments are demonstrated in t his article via one of the most important domains of modem life: consu mer behaviour. Based on the extant literature, a conceptual framework is developed and then applied to show how time is linked to consumer b ehaviour in various ways. It is argued that temporal behaviour is a pr oduct of dynamic interactions among personality, situational, cognitiv e and social determinants. An agenda for future research is also prese nted.