Reconceptualizing, Measuring, and Managing Time and Key Temporal Factors in Modern Marketing: A Conceptual Framework of Holistic Time—Abstract

Abstract

Historically, when issues of time and temporality were considered within marketing and other contexts, they were viewed in a defined and discriminant manner as reflected through clock and/or calendar time, i.e., objective time. While the use of objective measures has traditionally been appropriate when considering time, anecdotal evidence and recent work across multiple disciplines suggest the value of applying alternate, nonlinear temporal frameworks (Kaufman-Scarborough 2006; Lee and Liebenau 1999; Mosakowski and Earley 2000). These discussions suggest that while objective time remains situationally relevant, it is in itself an insufficient means by which to examine antecedent, focal, and outcome variables and that the use of alternate temporal conceptual frameworks should provide additional insights.

Within this research, we answer complementary calls to (1) generate new and impactful theoretical contributions in marketing research (MacInnis 2011; Yadov 2010) and (2) develop a broadened conceptual framework of time (Kaufman-Scarborough 2003). This work proposes the first alternate, nonlinear, holistic temporal framework in marketing research. In this exposé, we conceptualize two new time constructs in the marketing domain (subjective time and holistic time), two new temporal orientations (idiosyncratic-temporal orientation and socio-temporal orientation), and three referent-based perspectives (individual, group, and societal) and incorporate these constructs within a temporal framework that captures the dynamic, socially constructed nature of time within the modern marketplace.

Our powerful conceptual framework yields three critical benefits. First, it enables marketers to assess and leverage temporal factors across different contexts, products, processes, temporal orientations, referent perspectives, and strategic orientations. Second, it provides guidance on how to measure and manage these rapidly evolving, socially constructed constructs. Third, it serves as a roadmap to guide future research and application involving time, temporal orientation and key time-related factors.