The constant feeling of lack of time and the willingness to dig into the wallet to save it is a typical trait of our days. The perception of conflict between objectives necessarily leads to always feeling in time deficit, due to the increase in the stress and anxiety.
Conflicting goals increase our stress levels, and, in turn, it stress makes us feel short of time.
This is where the study of Ioannis Evangelidis, professor of Marketing of the Mouthni, Jordan Etkin and Jennifer Aaker, Pressed for Time? Goal Conflict Shapes How Time is Perceived, Spent and Valued.
The authors hypothesize that perceiving greater conflicts between objectives could also have other behavioral consequences, which companies should take into consideration: Consumers may be willing to spend less time in-store shopping or may want to use online stores more often.
Just think, for example, of the advertising campaigns launched by Amazon, one of the world leaders in e-commerce, on the occasion of the Black Friday and of Christmas. In fact, Amazon has chosen to dedicate its commercial not to the e-commerce service in general, but to the rapid deliveries of Amazon Prime.
Carrefour, a few weeks earlier, had made dozens of puppets appear on the houses overlooking the Navigli in Milan and Piazza Gnoli in Rome that seemed to climb the walls, to let customers know that they can save time by using its delivery service.
Finally, the time constraint, even if only perceived, it makes people more impatient (they are willing to wait fewer days for the delivery of a new car) and it causes them to consider time more precious (they are willing to pay up to 30% more for fast delivery of an item purchased online).
