This chapter explains the concept of temporal orientationtemporal orientation, as well as outlining in more detail the role of customer memory in experiential consumptionexperiential consumption. Nostalgia and opportunity costopportunity cost emerge as important issues for customers as they look back and reflect on the past favourably or considering how time might have been used differently. Looking forwards to the future, customer form expectations and are concerned about how they might be perceived with issues such as their digital footprintdigital footprint. Examples of consumption where time is perceived as a memory or vision are suggested. Finally, this chapter concludes with discussion of the links and relationships between the four customer perceptions of temporality where customer perceptions of time as a memory or vision are dominant.