Last day indulgence : the impact of temporal landmarks on product preference

Abstract

This research investigates how (start vs. end) temporal landmarks affect consumers’ preference for (utilitarian vs. hedonic) products. Nine studies reveal that start (vs. end) temporal landmarks trigger a process-focused (vs. outcome-focused) mindset which in turn increases consumers’ preference for utilitarian (vs. hedonic) products. Consistent with the proposed process/outcome orientation mechanism, this effect diminishes when the products are pre-ordered. This research reveals a novel downstream consequence of temporal landmark on product preference and provides important practical implications concerning marketing strategies of when and what to promote to the customers.