CULTURED MINDS
An Investigation of How Culture Affects Decision Making
FOLK SYSTEMS
In some cases different temporal perspectives (see appendix) may help to explain divergent consumption patterns. A key takeaway is that standard models of consumer behaviour often implicitly use a linear perception of time. An adaptation of (Graham 1981)’s implications of time perception consumer decisions is outlined below.
Problem perception
For people using Circular-Time, perceiving a problem may not precede purchase. For example, items on sale might be purchased simply because they are on sale, not because of any predetermined need. The need for the item might be discovered (or rationalised) after purchase.
Information Search
Circular-Time users will be more open to general information whereas Linear-Time users will be more receptive to focused information relating directly to their search.
Comparison of Alternatives
Users of Circular-Time and Process-Time do not weight the future as heavily, so their comparison of products with any attributes/possibilities that involve the future will be skewed with respect to Linear-Time users.
Choice
If people using Linear-Time are satisfied with the current brand or a search is not deemed worth their time, individuals will refrain from searching for alternatives.
