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UTSA marketing professor Rajesh Bhargave researches time perception

Bhargave

UTSA marketing professor Rajesh Bhargave

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(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."

 

 

Events

Thursday, April 28, 6 p.m.

1000 Parks & a Line in the Sky: Broadway, Avenue of the Future

UTSA CACP associate professor Dr. Antonio Petrov and a team of students will present and exhibit an updated version of their 50-foot-long model of Broadway and accompanying design proposal.
Brick at Blue Star Arts Complex, Bldg. 108 (1414 S. Alamo St.)

Friday, April 29, 10 a.m.

Earth Week sensitive document shredding

As part of Earth Week, the Evironmental Health, Safety and Risk Management department is providing on-site shredding services for the entire UTSA community.
Parking lot between HUC & Ximenes garage

Friday, April 29, 11 a.m.

Downtown Campus document shredding

Faculty, staff and students at the UTSA downtown campus can bring their personal documents to the event to have them shredded on-site
Durango builidng service ramp

Saturday, April 30, 8 a.m.

The Academy for Teacher Excellence end of year celebration

The Academy for Teacher Excellence (ATE) in the College of Education and Human Development (COEHD) will host an end of year celebration to honor día del niño (Day of the Child), including hands-on demonstrations, cultural dance performances, scavenger hunts and more.
UTSA Downtown Campus

Tuesday, May 3, 5 p.m.

Henry B. Gonzalez Centennial Tribute

The College of Public Policy and the Office for Community Services present a 100th anniversary salute to the late Congressman Henry B. Gonzalez. A distinguished panel will discuss Gonzalez's historical impact. Free and open to the public.
Aula Canaria Lecture Hall (BV 1.328) , Downtown Campus

Wednesday, May 18, 3 p.m.

The Great Staff Appreciation Event

The UTSA community is invited to honor the roughly 2,600 UTSA staff members who contribute to the success of the university and its students.
University Center Ballroom, Main Campus

Saturday, May 21, 9 a.m.

P-20 Parent Engagement Summit

The 2016 P-20 Summit on Parent Engagement Summit provides high school, college and career preparatory resources to 6-8th grade students and their families. Registration is required. Seats are limited. Parking is free and lunch is provided.
UTSA Downtown Campus


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