Power Over When: If Time Is Human, Humans Act When They Want

Frank May, University of South Carolina, USA
Ashwani Monga, University of South Carolina, USA
In this research, we explore the humanness of time and demonstrate that consumers can exhibit a "power over when". Specifically, when time is perceived to be human, high-power (vs. low-power) individuals perceive a power over when to do something, and show little concern for the time dimension of intertemporal options.
[ to cite ]:
Frank May and Ashwani Monga (2012) ,"Power Over When: If Time Is Human, Humans Act When They Want", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1114-1114.