Abstract : The purpose of this research is to demonstrate that the conception of time is a partial mediator in the causal process by which personal goals (values) have an influence in the frequency of consumption. This hypothesis is tested within the consumption of theater because of its timing characteristics. The analysis of structural covariances confirm the hypothesis : the frequency of consumption is determined by the conception of time, which is itself influenced by personal goals. The optimistic vision of the future (a dimension accounted for by proverbs) as well as the constancy leads to a high frequency of consumption. The lack of planification, a rational conception of time and (persévérance) are the main impediments. The theatre subscription is particulary determined by the locus of control. To measure the concepts of the tested model, two scales were developed combining exploratory and confirmatory factorial analysis : personal goals (values) and the conception of time. Out of an enriched definition of the latent dimensions, the specificity of the scales is to be validated after having been tested for their predictive capacity. The managerial applications, limits and implications for the future conclude the research.