This article introduces time anthropomorphism: a tendency to imbue time with humanlike mental states (e.g., time has a will of its own). This tendency, which varies across individuals and may also be induced, changes patience (e.g., for standard over expedited shipping). Specifically, time...

Purpose Very little research addresses whether the values that consumers bring to a situation can affect their reactions to a brand failure. This paper suggests the interesting possibility that consumers may react very differently to the same brand failure depending upon their values. Here, the...