(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."
Join the Center for Military Families for a panel on Politics in the Service of Military Families, featuring Cedric Leighton, David Splitter, Steve Huerta, and the Office of Congressman Henry Cuellar. The event is free and open to the public.
Buena Vista Street Building, Aula Canaria Lecture Hall (BVB 1.328), Downtown Campus
UTSA Dance classes will take the stage and share their talents and passion for dance! Come support our growing dance program! $10 admission
Buena Vista Street Building Theater (BVB 1.326), Downtown Campus
This panel presentation will look at the history of the YWCA and the impact the organization has had on women in the San Antonio community.
McKinney Humanities Building (MH 2.02.10), Main Campus
The Demography Lecture Series continues with Dr. Barbara Bird of American University. Her topic focuses on Insights Into a Hard to Find Population: Latino Entrepreneurs in Metro Washington, D.C. Event is free and open to the public. Parking is available in the pay stall spaces of the Monterrey surface lot.
Monterrey Building (MNT 3.240), Downtown Campus
This video tells the story of four Latina lesbians who fought for exoneration after being wrongfully convicted of sexually assaulting two girls during the Satanic Panic witch-hunt era of the 1980s and 1990s.
H-E-B University Center, Bexar Room (HUC 1.102), Main Campus
Tejana/Indígena author Ire'ne Lara Ailva will read from her latest work and discuss her approach to reimagining Tejan@ myths.
Main Building (MB 2.404), Main Campus
Muralist Crystal Arias will discuss her current mural "Cultivate the Past to Prestige" at La India Herbs and themes she utilizes in her other works.
McKinney Humanities Building (MH 3.02.26), Main Campus
The UTSA Department of Modern Languages and Literatures is a co-sponsor of the CARTA 19th Annual Conference. The group meets annually to exchange educational programs, ideas, and techniques and to network with other teachers of Russian. Registration required.
DoubleTree by Hilton, Downtown San Antonio
The University of Texas at San Antonio is dedicated to the advancement of knowledge through research and discovery, teaching and learning, community engagement and public service. As an institution of access and excellence, UTSA embraces multicultural traditions and serves as a center for intellectual and creative resources as well as a catalyst for socioeconomic development and the commercialization of intellectual property - for Texas, the nation and the world.
To be a premier public research university, providing access to educational excellence and preparing citizen leaders for the global environment.
We encourage an environment of dialogue and discovery, where integrity, excellence, inclusiveness, respect, collaboration and innovation are fostered.