Time is a scarce resource (Caroll 2008) and individuals need to accomplish tasks in a fixed time (deadlines, grocery shopping, exercise). Time-keeping can happen in two directions: countups, where time is counted upwards (time-elapsed); or countdowns, where time is counted downwards (time-left). While time-keeping is an important and commonplace phenomenon, there is little research in this domain. This research aims to study the impact of direction of timekeeping on food choices, risk preferences, and helping intentions; and explain the effects through theoretical perspective of resource deficiency. Through four studies, we infer that downward (upward) time-keeping leads to more (less) resource deficiency, as manifested in higher (lower) preference for calorie-rich food, more (less) riskaversion and lower (higher) helping intentions.
|Journal||Advances in Consumer Research|
|Publisher||Association for Consumer Research|