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Dr. Tamar Avnet, associate professor of marketing at the , presented a paper co-authored with Anne-Laure Sellier, associate professor of marketing at HEC Paris, and Shiri Melumad, a PhD candidate in marketing at Columbia University, Graduate School of Business, at a recent conference at the Wharton School, 鈥淐onsumer Response to the Evolving Retailing Landscape.鈥� Their presentation was titled 鈥淎re You Sure We Shared the Same Room? The Effect of Clock on Customers鈥� Online Review Generation and Consumption.鈥� The authors noted that the past decade has seen the creation of an enormous amount of user-generated content, such as online customer reviews and social media content. In their research, they examined how 鈥渃lock-timers鈥� (who schedule tasks based on the clock) and 鈥渆vent-timers鈥� (who schedule based on the order of tasks) might differ in the types of review and ratings they gave online. They hypothesized that a clock-timer will reflect more on efficiency of the service experience and other functional aspects of the experience (was the room ready on time, did the dishes arrive in a punctual manner, were the dishes reasonably priced) while an event-timer will reflect more on the affective components of the experience (were there flowers in the room, did it have a nice view, was the food well-presented, was the waiter friendly). As a result, a clock-timer is expected to give a more positive review and a higher rating to an establishment that generally scores higher on efficiency and other functional elements, while an event-timer is expected to give a more positive review and a higher rating to an establishment that was generally scores higher on affective or hedonic dimensions.