(Feb. 11, 2010)--While most people will agree that it feels like time is passing them by, according to UTSA marketing professor Rajesh Bhargave, the perception of the passage of time is variable.
Bhargave's co-authored research in the area of time perception was published recently in Psychological Science and appeared in the New York Times.
"We looked at why events or activities from the past were perceived as more recent or more distant, even when they occurred at around the same time," said Bhargave, assistant professor of marketing in the UTSA College of Business. "Why does the sensation of the passing of time differ?"
According to his research findings, a time interval that is punctuated by a greater number of accessible intervening events related to the target event, or event markers, will make the target event feel more distant.
For instance, the time since a child's birth is marked regularly by subsequent, related events such as birthdays and child development. So, the child's birth would feel more distant when these markers are brought to mind. On the other hand, for events with fewer markers, such as the death of a celebrity, the time since the event would have less markers and the event itself would feel more recent.
"Time perception provides a crucial input into consumers' behavior, and these findings have a direct impact for marketers," said Bhargave, who received his doctorate from the Wharton School at the University of Pennsylvania. "By creating event markers for a triggering incident, such as a gift made to a charity or a visit to a hotel or restaurant, marketers can help determine how consumers perceive the time since the event."
The annual Center for Innovation, Technology and Entrepreneurship (CITE) 100K Venture Competition and Exposition will be held on the Main Campus on Dec. 1. Twenty-eight teams from across the university will exhibit their project; six teams will compete for a prize pool of more than $100,000 in funding to launch their new venture / company. More than 650 students have participated in launching new technology ventures.
Biotechnology, Sciences and Engineering (BSE 2.102), Main Campus
This concert features 50 community children performing music in the UTSA Downtown String Project Winter Concert. The children, led by UTSA music students studying to be music teachers, will join together in playing the Theme from Batman at their concert. The Batman of San Antonio, a local celebrity figure, will make an appearance at the concert. This event is free.
Buena Vista Theatre, Downtown Campus
Graduate student uses storytelling to highlight important issues facing children
As touch screens and e-books demand more and more attention from both casual readers and scholars, many people say the handwriting is on the wall for the printed page.
At UTSA, the handwriting is on the wall for a library that doesn't have any printed books.
Since March 2010, the bookless library in the Applied Engineering and Technology Building has given UTSA students an innovative way to read, research and work with each other to solve problems.
With ultra-modern furniture and a décor featuring desktop computers, scanners and LCD screens, the AET Library is designed to engage students in an online format. But it also offers group study niches and study rooms with whiteboards and glass walls on which students can write. The space encourages teamwork, communications and problem solving for the next generation of scientists and professional engineers.
Did you know? The UTSA AET Library is the nation's first completely bookless library on a college or university campus. It served as a model for Bexar County's first-in-the-nation public bookless library system and one of its branches, the Dr. Ricardo Romo BiblioTech.
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