Journal Article The Role of Time in the Action of the Consumer Get access Michelle M. Bergadaà Michelle M. Bergadaà Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 17, Issue 3, December 1990, Pages 289–302, https://doi.org/10.1086/208558 Published: 01 December 1990 Article history Received: 01 September 1988 Revision received: 01 July 1990 Published: 01 December 1990