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About time in marketing: an assessment of the study of time and conceptual framework

Author

Listed:
  • Jeffrey R. Carlson

    (University of Richmond)

  • William T. Ross

    (University of Connecticut)

  • Robin A. Coulter

    (University of Connecticut)

  • Adam J. Marquardt

    (University of Richmond)

Abstract

An inspection of time-related research in marketing documents two dominant conceptualizations of time: objective time and subjective time. Objective time is straightforward, and refers to clock time. In contrast, subjective time is quite nuanced and refers to the differential experience and perception of time. Recognizing this distinction, a number of scholars have suggested that the marketing discipline relies upon objective time, and as a result, does not have a fully developed understanding of time. Conducting a historical assessment of time, we demonstrate that marketing has a conceptually-bounded view of time. We develop a conceptual framework that reconceptualizes time as objective and subjective and as experienced by multiple referents, and develop research propositions that highlight the importance of integrating a broadened view of time into marketing research, recognizing that we are better off thinking about time as objective time and subjective time. We conclude with a discussion highlighting future research opportunities.

Suggested Citation

  • Jeffrey R. Carlson & William T. Ross & Robin A. Coulter & Adam J. Marquardt, 2019. "About time in marketing: an assessment of the study of time and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 136-154, December.
    • Handle: RePEc:spr:amsrev:v:9:y:2019:i:3:d:10.1007_s13162-019-00148-6
    DOI: 10.1007/s13162-019-00148-6
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    References listed on IDEAS

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    2. Reynolds, Laura & Peattie, Ken & Koenig-Lewis, Nicole & Doering, Heike, 2024. "There’s a time and place: Navigating omni-temporality in the place branding process," Journal of Business Research, Elsevier, vol. 170(C).

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