Possibilities and Issues of Time Pressure and Time Constraint Research in Marketing

Abstract

Time pressure refers to the perceived impatience or stress that consumers experience when making decisions under time constraints. Nowadays, consumers have more opportunities to make decisions under time constraints, and it is necessary to organize the findings of existing studies on the impact of time pressure on consumer behavior. Therefore, this paper provides a comprehensive review of various empirical studies on time pressure. The results of the review revealed two points: the perception of time pressure changes the way consumers process information and make decisions, and it has positive and negative effects on perception formation and purchase intentions toward the product. We also discuss possible factors that contribute to the mix of positive and negative impacts: perceived risk due to product and perceived risk for the time constraint itself.