Impact of Culture, Sex and Presence of Children on Household Time Use

Abstract

There is increasing interest in time and consumer behavior. Time is a critical component of consumption activities and the relevance of time as an important variable in explaining consumer behavior is widely recognized. The notion of “time buying consumer” (Berry, 1979) – concern with time and its relation to every day life - is becoming a reality with dual-income couples and with fast paced life-styles. For example, it was reported in newspapers recently that in a recent survey for the Hilton Hotels, Professor Robinson had found that high paying executives (both male and female) are willing to take a pay cut in order to have a day&s free time per week.