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Consumers Don’t Understand the Relationship Between Time and Speed

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Consumers Don’t Understand the Relationship Between Time and Speed

Harvard Business Review - Stefano Puntoni and Bart de Langhe

Almost a century ago, the economist John Keynes famously predicted the emergence of a “leisure society” with ample free time. Reality turned out to be very different. Today, time is a scarce resource. Our “time poverty” leads us—consumers and organizations—to trade money for speed. For example, …

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