Advertiser Portrayal of Consumer Time in the Late 20Th Century U.S.: an Update

ABSTRACT - The study extends previous work by Gross and Sheth (1989), providing evidence of continued U.S. advertiser emphasis on time-oriented advertising appeals. Additionally, the specific character of time-oriented appeals has changed consistent with recent societal developments. In addition to themes such as Afast to use,@ Asaves time,@ Aportrays the consumer as busy,@ and Aspecifies amount of time required,@ recent advertising sometimes attempts to reflect consumer desire to achieve Abalanced use of time@ and Areprieve from a time-oriented lifestyle.@


Barbara L. Gross (2004) ,"Advertiser Portrayal of Consumer Time in the Late 20Th Century U.S.: an Update", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 639-645.


Barbara L. Gross, California State University Northridge


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More


Motion, Emotion, and Indulgence: How Movement Influences Consumption

Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.