Bringing the Body Back into the Study of Time in Consumer Research

This conceptual chapter explores the role of embodiment in phenomenological experience of lived time, and the implications it may hold for studying consumption.
We argue that though consumer research scholars have become increasingly cognizant of the embodied foundation of temporal experience, the relation between embodied experience of time and consumption activity still remains under-theorized and researched. Through a phenomenological perspective we are able to understand the consumer as temporally directed toward the world where value is realized emergently through embodiment of affordances.
We build an existing work in consumer research to open up a possibility for a phenomenological experience of consumption that is, to a great extent, precognitive, temporal, and based on the ability to experience lived time.