The Best of Times is Now

A study of the gay subculture's attitudes toward time

Bibliographic Data

ID4356446
AuthorsGlen Brodowsky (California State University, San Marcos), Glen H Brodowsky (0000-0001-9425-1529, California State University, San Marcos), Neil Granitz (Department of Marketing, California State University, Fullerton, P.O. Box 6848, Fullerton, CA 92834-6848, USA), Beverlee Anderson (California State University, San Marcos), Beverlee B Anderson (0000-0002-4421-8162, California State University, San Marcos)
Year2008
Volume17
Issue2-3
Pages233-260
Publication date2008-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueTime & Society (JOURNAL)
Journal identifiersISSN: 0961-463X • E-ISSN: 1461-7463
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/0961463x08093424
OpenAlexW2073311009
LanguageEN
Citations received3
References cited99

Although researchers have found that cognitive temporal structures differ across cultures, few have studied the cognitive temporal structures of subcultures within them - and in a consumer behavior context. Integrating the literature on time, culture and consumer behavior, this study empirically tests for variations in time perceptions between the dominant heterosexual culture and the gay subculture. Results indicate that there may be socio-cultural elements of a subculture that produce variation in a subculture's temporal cognitive structure. Compared to heterosexuals, gays are more present-oriented. This finding is then applied to predict differences in consumer behavior

Cognition · Consumer behaviour · Context (archaeology · Geography · Perception · Sociology · Subculture (biology · Variation (astronomy · Cultural Differences and Values · Psychology · Social and Cultural Dynamics · Social and Intergroup Psychology · Social Psychology

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