Time Pressure and a “Decision of Deferral”?

Technical Notes on Dhar and Nowlis (1999)

Abstract

Buying behavior within limited time tend to take a different action from the usual buying behavior. This is because consumers feel pressure under limited time. This is defined as “time pressure.” Research on time pressure is continuing to this day. This paper attempts to present a critique and commentary on Dhar and Nowlis (1999), which clarifies the effects that time pressure and the degree of conflict among products have on the consumer choice deferral and discusses whether their experiments were really able to measure the “decision of postponement” of the consumer.