Friday, October 09, 2015


UTSA marketing professor Rajesh Bhargave researches time perception


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."



Oct. 10, 8:30 a.m. - 3 p.m.

UTSA CITE Technology Entrepreneurship Boot Camp

Kickstart your career as an entrepreneur at the UTSA Center for Innovation, Technology and Entrepreneurship Boot Camp.
Business Building, Richard S. Liu Auditorium (BB 2.01.02), Main Campus

Oct. 14, 5:30 p.m.

Architecture as Rendered Society

The UTSA College of Architecture, Construction and Planning, in partnership with AIA San Antonio’s Latinos in Architecture, presents architect Andrés Jaque, founder of the Office for Political Innovation, an architectural practice dually based in New York and Madrid.
Buena Vista Building, Aula Canaria Lecture Hall (BV 1.328), Downtown Campus

Oct. 15, 6 p.m.

Take Back the Night 2015

The UTSA Women’s Studies Institute invites you to Take Back the Night, an international initiative to raise awareness and empower survivors while educating allies through a march, poetry, and testimonios. This is a gender-inclusive movement to shatter the silence surrounding sexual and domestic violence.
Sombrilla Plaza, Main Campus

Oct. 20-21, 9 a.m. - 3 p.m.

SECC Book Sale

Looking for a good read? Shop for yourself or for gifts and help change a life at the same time. Browse and buy children’s stories, novels and more at the 2015 SECC Book Sale.
Sombrilla Plaza, Main Campus

Oct. 22, 6 p.m.

Phi Kappa Phi Last Lecture

What would Dr. John Bartkowski say if it were his last lecture? The UTSA professor of sociology will speak about “The Power of Listening” in this annual event sponsored by the UTSA chapter of Phi Kappa Phi. A reception will follow.
Denman Room (UC 2.201.28), Main Campus

Oct. 27, 11:30 a.m.

Lecture by Composer Larry Groupe

The UTSA Music Department presents Emmy-award winning Composer Larry Groupe. Groupe has composed music for films such as "The Contender," "Straw Dogs" and "Miami Vice," and TV shows such as "Star Trek: The Next Generation," "Ren and Stimpy" and "American Gladiators." Lecture is free and open to the public.
Arts Building (ART 2.03.15-18), Main Campus

Oct. 29, 5:30 p.m.

White Bound: Nationalists, Anti-Racists and the Shared Meanings of Race

The Dean's Distinguished Lecture Series continues with Dr. Matthew Hughey, a scholar of race, racism and racial inequality.
Buena Vista Building (BV 1.328), Downtown Campus

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Renowned violinist Stan Renard plants roots at UTSA

Performer, conductor will teach multidisciplinary courses in music marketing

Did You Know?

UTSA writes the book on all-digital libraries

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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