THE IMPACT OF TIME ORIENTATION ON CONSUMER INNOVATIVENESS IN THE UNITED STATES AND INDIA

This study empirically examines the relationship between consumers' time orientation (past, present, and future orientation) and innovativeness, employing data collected from 484 participants from the United States and India. The results reveal that past and future orientations negatively affect consumers' innovativeness, and that national culture moderates the effect of present time orientation on innovativeness. More specifically, present orientation affects innovativeness in the United States but not in India. The findings also indicate that American respondents have higher levels of past orientation, future orientation, and innovativeness than Indian respondents. Theoretical and managerial implications of this research are also discussed.