7968 
10015时间导向是个体对时间的过去、现在或未来的心理倾向性感知表现，对个体的诸多行为和态度有着潜移默化的影响。但目前消费者研究领域对时间导向概念的内涵界定存在分歧，还存在众多相关概念混淆使用的现象，国内营销学术界对时间导向的探讨和应用也相对不足。鉴于此，本文重点阐述了时间导向概念的内涵及与相近概念的异同，并依次从人格特质视角、发展性视角、情境性视角、框架视角、跨文化视角五个理论视角回顾了相关学术研究的进展，梳理了主要的研究脉络及研究发现。本文最后结合实际营销案例剖析了时间导向研究对于营销管理实践的借鉴意义，并对时间导向在营销领域的未来研究方向进行了展望，以期抛砖引玉，促进国内该领域研究的发展。
时间导向的概念内涵及营销学术研究评析与前瞻
摘要
参考文献
2 胡媛媛. 时间导向与主观幸福感对享乐主义/功利主义的影响研究[D]. 上海: 上海交通大学, 2010.
4 赖敏. 时间导向及单独/联合决策环境对享乐/功利主义消费选择的影响[D]. 上海: 上海交通大学, 2009.
8 卢泰宏, 周懿瑾. 消费者行为学: 中国消费者透视[M]. 2版. 北京: 中国人民大学出版社, 2015.
9 孟韫. 基于时间导向的享乐与功利型消费的支付方式研究[D]. 上海: 上海交通大学, 2010.
10 陶安琪, 冯廷勇. 时间洞察力对跨期选择的影响[A]. 第十五届全国心理学学术会议论文集[C]. 广州: 中国心理学会, 2012.
11 王海忠. 高级品牌管理[M]. 北京: 清华大学出版社, 2014.
12 王海忠. 中国消费者世代及其民族中心主义轮廓研究[J]. 管理科学学报, 2005,（6）: 88–96.
13 张春兴. 现代心理学: 现代人研究自身问题的科学[M]. 上海: 上海人民出版社, 1994.
14 Alexander D L, Lynch Jr G, Wang Q. As time goes by: Do cold feet follow warm intentions for really new versus incrementally new products?[J]. Journal of Marketing Research, 2008, 45（3）: 307–319. DOI:10.1509/jmkr.45.3.307
15 Bergadaà M M. The role of time in the action of the consumer[J]. Journal of Consumer Research, 1990, 17（3）: 289–302. DOI:10.1086/jcr.1990.17.issue-3
16 Briley D A. Looking forward, looking back: Cultural differences and similarities in time orientation[M]. New York: Psychology Press, 2009: 311–325.
17 Carreras O, Lemercier C, Valax M F. Knowing which day of the week it is: Temporal structure and dynamics of memory[J]. Psychological Reports, 2008, 102（3）: 893–902. DOI:10.2466/pr0.102.3.893-902
18 Carstensen L L, Isaacowitz D M, Charles S T. Taking time seriously: A theory of socioemotional selectivity[J]. American Psychologist, 1999, 54（3）: 165–181. DOI:10.1037/0003-066X.54.3.165
19 Cross S, Markus H. Possible selves across the life span[J]. Human Development, 1991, 34（4）: 230–255. DOI:10.1159/000277058
20 de Volder M L, Lens W. Academic achievement and future time perspective as a cognitive-motivational concept[J]. Journal of Personality and Social Psychology, 1982, 42（3）: 566–571. DOI:10.1037/0022-3514.42.3.566
21 Dimofte C V, Yalch R F. The role of frequency of experience with a product category and temporal orientation in self-referent advertising[J]. Journal of Consumer Psychology, 2010, 20（3）: 343–354. DOI:10.1016/j.jcps.2010.04.002
22 Feldman L P, Hornik J. The use of time: An integrated conceptual model[J]. Journal of Consumer Research, 1981, 7（4）: 407–419. DOI:10.1086/jcr.1981.7.issue-4
23 Fingerman K L, Perlmutter M. Future time perspective and life events across adulthood[J]. The Journal of General Psychology, 1995, 122（1）: 95–111. DOI:10.1080/00221309.1995.9921225
24 Fung H H, Carstensen L L, Lutz A M. Influence of time on social preferences: Implications for life-span development[J]. Psychology and Aging, 1999, 14（4）: 595–604. DOI:10.1037/0882-7974.14.4.595
25 Fung H H, Carstensen L L. Sending memorable messages to the old: Age differences in preferences and memory for advertisements[J]. Journal of Personality and Social Psychology, 2003, 85（1）: 163–178. DOI:10.1037/0022-3514.85.1.163
26 Gardner M P, Wansink B, Kim J, et al. Better moods for better eating? How mood influences food choice[J]. Journal of Consumer Psychology, 2014, 24（3）: 320–335. DOI:10.1016/j.jcps.2014.01.002
27 Graham R J. The role of perception of time in consumer research[J]. Journal of Consumer Research, 1981, 7（4）: 335–342. DOI:10.1086/jcr.1981.7.issue-4
28 Grant S J, Tybout A M. The effect of temporal frame on information considered in new product evaluation: The role of uncertainty[J]. Journal of Consumer Research, 2008, 34（6）: 897–913. DOI:10.1086/527342
29 Haddock G. Do I get better looking each day? Changes in self-perceptions of attractiveness as a function of temporal perspective[J]. European Journal of Social Psychology, 2006, 36（5）: 761–771. DOI:10.1002/ejsp.v36:5
30 He Y, Chen Q M, Alden D L. Time will tell: Managing post-purchase changes in brand attitude[J]. Journal of the Academy of Marketing Science, 2016, 44（6）: 791–805. DOI:10.1007/s11747-015-0444-7
31 Hershfield H E, Goldstein D G, Sharpe W F, et al. Increasing saving behavior through age-progressed renderings of the future self[J]. Journal of Marketing Research, 2011, 48: S23-S37. DOI:10.1509/jmkr.48.SPL.S23
32 Hofstede G, Hoppe M H. Introduction: Geert hofstede’s " culture’s consequences: International differences in work-related values”[J]. The Academy of Management Executive, 2004, 18（1）: 73–74. DOI:10.5465/AME.2004.12689661
33 Hofstede G, Minkov M. Long-versus short-term orientation: New perspectives[J]. Asia Pacific Business Review, 2010, 16（4）: 493–504. DOI:10.1080/13602381003637609
34 Hornik J. Situational effects on the consumption of time[J]. Journal of Marketing, 1982, 46（4）: 44–55. DOI:10.2307/1251361
35 Ittersum K V. The effect of decision makers’ time perspective on intention-behavior consistency[J]. Marketing Letters, 2012, 23（1）: 263–277. DOI:10.1007/s11002-011-9152-3
36 Jacoby J, Szybillo G J, Berning C K. Time and consumer behavior: An interdisciplinary overview[J]. Journal of Consumer Research, 1976, 2（4）: 320–339. DOI:10.1086/jcr.1976.2.issue-4
37 Javidan M, House R J, Dorfman P W. Conceptualizing and measuring cultures and their consequences: A comparative review of GLOBE’s and Hofstede’s approaches[J]. Journal of International Business Studies, 2006, 37（6）: 897–914. DOI:10.1057/palgrave.jibs.8400234
38 Kanten A B, Teigen K H. Better than average and better with time: Relative evaluations of self and others in the past, present, and future[J]. European Journal of Social Psychology, 2008, 38（2）: 343–353. DOI:10.1002/(ISSN)1099-0992
39 Kennedy Q, Mather M, Carstensen L L. The role of motivation in the age-related positivity effect in autobiographical memory[J]. Psychological Science, 2004, 15（3）: 208–214. DOI:10.1111/j.0956-7976.2004.01503011.x
40 Krishnamurthy P, Sujan M. Retrospection versus anticipation: The role of the ad under retrospective and anticipatory self-referencing[J]. Journal of Consumer Research, 1999, 26（1）: 55–69. DOI:10.1086/jcr.1999.26.issue-1
41 Lang F R, Carstensen L L. Time counts: Future time perspective, goals, and social relationships[J]. Psychology and Aging, 2002, 17（1）: 125–139. DOI:10.1037/0882-7974.17.1.125
42 Lasane T P, Jones J M. Temporal orientation and academic goal-setting: The mediating properties of a motivational self[J]. Journal of Social Behavior & Personality, 1999, 14（1）: 31–44.
43 Li X P. The effects of appetitive stimuli on out-of-domain consumption impatience[J]. Journal of Consumer Research, 2008, 34（5）: 649–656. DOI:10.1086/521900
44 Lim E A C, Kum D, Lee Y H. Understanding how changes within service experiences impact prospective vs. retrospective time judgments[J]. Journal of the Academy of Marketing Science, 2015, 43（6）: 730–745. DOI:10.1007/s11747-014-0415-4
45 Martin B A S, Gnoth J, Strong C. Temporal construal in advertising[J]. Journal of Advertising, 2009, 38（3）: 5–20. DOI:10.2753/JOA0091-3367380301
46 Mello Z R, Worrell F C. The past, the present, and the future: A conceptual model of time perspective in adolescence[A]. Stolarski M, Fieulaine N, van Beek W. Time perspective theory: Review, research and application[C]. Switzerland: Springer International Publishing, 2015: 115–129.
47 Merchant A, Rose G, Rose M. The impact of time orientation on consumer innovativeness in the United States and India[J]. Journal of Marketing Theory and Practice, 2014, 22（3）: 325–338. DOI:10.2753/MTP1069-6679220307
48 Milfont T L, Wilson J, Diniz P. Time perspective and environmental engagement: A meta-analysis[J]. International Journal of Psychology, 2012, 47（5）: 325–334. DOI:10.1080/00207594.2011.647029
49 Mogilner C, Aaker J L, Pennington G L. Time will tell: The distant appeal of promotion and imminent appeal of prevention[J]. Journal of Consumer Research, 2008, 34（5）: 670–681. DOI:10.1086/521901
50 Peetsma T, Van Der Veen I. Relations between the development of future time perspective in three life domains, investment in learning, and academic achievement[J]. Learning and Instruction, 2011, 21（3）: 481–494. DOI:10.1016/j.learninstruc.2010.08.001
51 Rojas-Méndez J, Davies G. Avoiding television advertising: Some explanations from time allocation theory[J]. Journal of Advertising Research, 2005, 45（1）: 34–48. DOI:10.1017/S0021849905050154
52 Sinha J, Wang J. How time horizon perceptions and relationship deficits affect impulsive consumption[J]. Journal of Marketing Research, 2013, 50（5）: 590–605. DOI:10.1509/jmr.11.0246
53 Spears N, Lin X H, Mowen J C. Time orientation in the united states, china, and Mexico: Measurement and insights for promotional strategy[J]. Journal of International Consumer Marketing, 2000, 13（1）: 57–75. DOI:10.1300/J046v13n01_05
54 Sullivan-Singh S J, Stanton A L, Low C A. Living with limited time: Socioemotional selectivity theory in the context of health adversity[J]. Journal of Personality and Social Psychology, 2015, 108（6）: 900–916. DOI:10.1037/a0039047
55 Tangari A H, Folse J A G, Burton S, et al. The moderating influence of consumers’ temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns[J]. Journal of Advertising, 2010, 39（2）: 35–50. DOI:10.2753/JOA0091-3367390203
56 Tangari A H, Smith R J. How the temporal framing of energy savings influences consumer product evaluations and choice[J]. Psychology & Marketing, 2012, 29（4）: 198–208.
57 Trope Y, Liberman N. Temporal construal and time-dependent changes in preference[J]. Journal of Personality and Social Psychology, 2000, 79（6）: 876–889. DOI:10.1037/0022-3514.79.6.876
58 Trope Y, Liberman N. Temporal construal[J]. Psychological Review, 2003, 110（3）: 403–421. DOI:10.1037/0033-295X.110.3.403
59 Williams P, Drolet A. Age-related differences in responses to emotional advertisements[J]. Journal of Consumer Research, 2005, 32（3）: 343–354. DOI:10.1086/jcr.2005.32.issue-3
60 Wilson A E, Ross M. From chump to champ: People’s appraisals of their earlier and present selves[J]. Journal of Personality and Social Psychology, 2001, 80（4）: 572–584. DOI:10.1037/0022-3514.80.4.572
61 Zhao M, Dahl D W, Hoeffler S. Optimal visualization aids and temporal framing for new products[J]. Journal of Consumer Research, 2014, 41（4）: 1137–1151. DOI:10.1086/678485
62 Zimbardo P G, Boyd J N. Putting time in perspective: A valid, reliable individual-differences metric[J]. Journal of Personality and Social Psychology, 1999, 77（6）: 1271–1288. DOI:10.1037/0022-3514.77.6.1271
引用本文
王海忠, 胡桂梅, 欧阳建颖. 时间导向的概念内涵及营销学术研究评析与前瞻[J]. 外国经济与管理, 2017, 39(5): 3–18.
导出参考文献，格式为：
上一篇：自我监控人格研究述评与展望
下一篇：消费者创新抗拒研究现状与展望
