Time Orientation in the United States, China, and Mexico

The study details the psychometric properties of a time orientation scale initially developed in the United States and examines this scale not only in the United States but in two trading partners with maximally different time orientations, China and Mexico. The scale is compared across the three countries by examining the number of factors that emerge, the types of items that load on each factor, and the relationship between the factors and innovativeness and delay of gratification. The results indicate that these factors relate differently to innovativeness and delay of gratification. Managerial implications for promotional campaign adaptations for new products/brands, credit purchases, and financial investments are discussed.