Young, Goodie, Hall, and Wu (2012) emphasizes that time pressure influences the quality of consumer decisions because it limits the capacity of processing information ( Vlašić, Janković, & Kramo-Čaluk, 2011).īeyond the lack of time, in the processes of acquiring new products and services, it is also necessary to deal with the amount of options offered and with the ways of analyzing these options to ensure the best choice. Along with the lack of time, time pressure is usually considered a stress factor ( Kim & Kim, 2008 Denton, 1994) and is characterized by quick decision making and judgments and, in the case of consumer activities, it reduces the time for analysis of the options and pondering of benefits and disadvantages of each alternative. Time pressure is a frequent restraint in daily decisions and consumers are also affected by this limitation ( Javed & Javed, 2015 Madan, Spetch, & Ludvig, 2015). Among the many activities that may be affected by this lack of time are the matters of consumer behavior, such as the choice and acquisition of products and services. The accumulation of jobs and duties often leads to a lack of time for daily tasks.
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