The Development of Time Orientation Measures for Use in Cross-Cultural Research.
- Resource Type
- Article
- Authors
- Ko, Gary; Gentry, James W.
- Source
- Advances in Consumer Research. 1991, Vol. 18 Issue 1, p135-142. 8p. 1 Diagram, 2 Charts.
- Subject
- *CONSUMER behavior
*CONSUMER research
*MARKETING research
*INDUSTRIAL research
*RESEARCH
*CUSTOMER services
*CUSTOMER relations
CROSS-cultural differences
HUMAN behavior
- Language
- ISSN
- 0098-9258
We argue that concern for one's time orientation in studies of cross-cultural consumer behavior is needed, and then discuss the development of measures for the construct. Although the reliability of the measures is weak even for exploratory purposes, the pattern of relationships between time orientation and other variables used in cross-cultural research (acculturation and locus of control) is what should be expected on a theoretical basis. Thus, the study concludes that more work in the scale development area concerning time orientation may well be a contribution to the area of cross-cultural consumer research. [ABSTRACT FROM AUTHOR]