Volume 16 (2017) Issue 6 Pages 275-285
Purchasing behavior under time constraints differs from purchasing behavior without time constraints because of the pressure felt by consumers. This situation is called “time pressure.” This paper summarizes the methodologies and findings of prior research regarding time pressure and finds that (a) despite investigations of the impact of time constraints, time pressure has not been directly measured; and (b) the length of the time constraints in these studies was short, ranging from several seconds to several minutes, so the practical meaning for marketing is unclear. Although the term “time pressure” itself may be a bit dated, marketing research on time pressure is an unexplored field that holds promise for the future.
ABAS is supported by Grant-in-Aid for Publication of Scientific Research Results from the Japan Society for the Promotion of Science.