The influences of several personal, preference and situational variables, along with their interaction terms, on time behavior were examined using a self-reported time diary. Findings show: (a) that some of the interaction variables accounted for statistically significant and important proportions of the total variance in reported time behavior; (b) that these proportions are relatively higher in leisure type activities; and (c) the impact of situational events increases when moving from obligatory to discretionary activities. Overall, results indicate that ultimately it is the environment that accounts for much of consumers' time behavior.
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