Lin and Wu (2005) assert that, considering consumer preferences situations, time pressure influences the effects of commitment and attraction, weakening the effects of commitment and strengthening the effects of attraction. Hahn, Lawson, and Lee (1992) state that time pressure reduces the quality of the decision in situations of information overload. Several authors have studied the relationships between time pressure, the purchase decision process and the processing of information ( Hahn, Lawson, & Lee, 1992 Dhar & Nowlis, 1999 Lin & Wu, 2005 Teng, Huang, & Yeh, 2007 Tonetto, Rohenkohl, & Stein, 2008). Theoretical framework Time pressureĪll consumer activities deal with the element of time and, consequently, the relations with time are often applied to better understand consumer behavior ( Miyazaki, 1993). Next, the results are discussed and, thereafter, the implications and limitations of the work and suggestions for future research are presented. Subsequently, the results of the experimental study are presented. The experimental method is also discussed. The first part of the work presents the concepts and theoretical principles that guide the research and, therefore, the hypothesis of the paper. Therefore, the present paper seeks to understand the moderating role played by the nature of the consumption (hedonic or utilitarian) in the relationship between the interaction (time pressure × multiplicity of options) and choice postponement. Utilitarian consumption refers to items that are a priority for meeting certain purposes hedonic consumption refers to items that bring emotions, enjoyment and pleasure through their use or possession ( Hirschman & Holbrook, 1982 Dhar & Wertenbroch, 2000 Yim, Yoo, Sauer, & Seo, 2014).Īlthough the studies of Ackerman and Gross (2003) emphasize the relationship between the number of options and time pressure on purchase delay, they do not clarify if the nature of the consumption (hedonic or utilitarian) influences this relationship. Products and services may be considered hedonic or utilitarian according to their characteristics and purchase context ( Dhar & Wertenbroch, 2000 Okada, 2005). However, not all products/services are of the same nature, which is another factor that interferes in the decision-making process, in addition to time pressure and choice overload. For Tang, Hsieh, and Chiu (2017), a great variety of options might deter the consumer from making the purchase and also time pressure might limit the capacity of processing all the information necessary for making a choice ( Vlašić et al., 2011). Park and Jang (2013) state that consumers must deal with a great number of options for their choices and it may lead to negative consequences, such as inertia and regret. This delay may be caused by the perception of lack of sufficient time to analyze the options and make the decision and also by a feeling of loss, future regret and future regret over a quickly made choice. The combination of lack of time with choice overload might generate stress for the consumer, causing the decision to delay the purchase ( Ackerman & Gross, 2003). Young, Goodie, Hall, and Wu (2012) emphasizes that time pressure influences the quality of consumer decisions because it limits the capacity of processing information ( Vlašić, Janković, & Kramo-Čaluk, 2011).īeyond the lack of time, in the processes of acquiring new products and services, it is also necessary to deal with the amount of options offered and with the ways of analyzing these options to ensure the best choice. Along with the lack of time, time pressure is usually considered a stress factor ( Kim & Kim, 2008 Denton, 1994) and is characterized by quick decision making and judgments and, in the case of consumer activities, it reduces the time for analysis of the options and pondering of benefits and disadvantages of each alternative. Time pressure is a frequent restraint in daily decisions and consumers are also affected by this limitation ( Javed & Javed, 2015 Madan, Spetch, & Ludvig, 2015). Among the many activities that may be affected by this lack of time are the matters of consumer behavior, such as the choice and acquisition of products and services. The accumulation of jobs and duties often leads to a lack of time for daily tasks. The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2019, Kenny Basso, Caroline da Costa Duschitz, Cassandra Marcon Giacomazzi, Monique Sonego, Carlos Alberto Vargas Rossi and Danúbia Reck License
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