Allocating Discretionary Time: Complementarity Among Activities

Abstract

Analysis of complementarity among 50 discretionary activities suggests: (1) the greater meaning of partial (versus simple) correlational measures; (2) the validity of seven a priori sets of complements; (3) the usefulness of multidimensionally scaled correlations in identifying two key activity dimensions—intellectual effort and physical exertion; and (4) implications for both marketing and public policy.