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September 7, 2026Marketing TheoryOpen Access

Time: The gift that keeps on giving

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Authors

SMSheila MaloneCTCaroline TynanSMSally McKechnie

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Overview

Qualitative analysis demonstrates how gifting time enhances personal meaning and well-being, highlighting its transformative role across consumer practices.

Key Points

  • To examine how time operates as a gift in its own right and how it generates meaning to enhance the well-being of both the giver and recipient.
  • Conceptual and qualitative analysis of time gifting within mundane consumer practices in Western societies.
  • Theoretical modeling of time across three dimensions of meaning (purpose, mattering, and comprehension) and temporal orientations (unidirectional, bidirectional, and circular).
  • Gifting time generates distinct dimensions of meaning, delivering purpose to the giver while fostering mattering and comprehension for the recipient.
  • Time gifting operates autotelically through everyday roles as self-time, social time, and committed time to sustain personal and interpersonal well-being.

Cite This Study

Malone et al. (2026) studied this question.

synapsesocial.com/papers/6a9e85c4c3034f961570e2e4https://doi.org/10.1177/14705931261486525
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