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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."

 

 

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UTSA researcher is a star behind the cloud

A revolution in cloud computing is underway, and Ravi Sandhu believes it will be much bigger than the PC and Internet revolutions that have already changed the way we live. Sandhu, director of the UTSA Institute for Cyber Security, says UTSA is taking a leadership role in tackling three fundamental cloud technology problems: how to build and operate the cloud, how to use it profitably for diverse applications and how to keep it secure.

Sandhu, the Lutcher Brown Distinguished Chair in Cyber Security in the College of Sciences, and Ram Krishnan, assistant professor of electrical engineering in the UTSA College of Engineering, are funded by a $500,000 grant from the National Science Foundation to improve cloud security.

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