Files and links (1)
Sheng's dissertation - 20210514-final-final2.19 MB
Embargoed Access, Embargo ends: 05/01/2031
Dissertation
TIME IS IMPORTANT! THE EFFECT OF TEMPORAL LANDMARKS ON PERCEPTION, ATTENTION, AND MOTIVATION
Washington State University
Doctor of Philosophy (PhD), Washington State University
01/2021
DOI:
https://doi.org/10.7273/000006430
Handle:
https://hdl.handle.net/2376/118998
Abstract
Temporal landmarks refer to those points in time that “stand out more starkly than others on socially shared calendars or personal life timelines” (Shum, 1998). Marketers use almost all the meaningful temporal landmarks to promote their products. Across three essays, my dissertation tests how different temporal landmarks (i.e., start temporal landmarks and end temporal landmarks) influence special consumer behaviors, examines the underlying mechanism of the proposed effects and identifies some boundary conditions. Specifically, in the current dissertation, I examined three novel effects: the effect of start vs. end temporal landmarks on consumers visual attention and their following judgments (essay 1), the effect of end temporal landmarks on consumers’ preference for nostalgic products (essay 2), and the effect of start temporal landmarks on consumers preference for high arousal products (essay 3). The results of three essays indicated that (1) different temporal landmarks can change consumers visual attention. When a start temporal landmark is made salient, consumers focus more on the left side, however, when an end temporal landmark is made salient, consumers focus more on the right side; when consumers shifted visual attention matches with the location of a product, consumers report more favorable product attitude and higher purpose intention. (2) When an end temporal landmark is activated, consumers have stronger feeling that their remaining time is limited, which leads to higher preference for nostalgic products. Moreover, this effect is attenuated if consumers hold a cyclical time perception or another source to refill time is provided. (3) When a start temporal landmark is activated, consumers have stronger motivation to become productive which increases their preference for high arousal products. The above findings hold consistently using different temporal landmark manipulation (i.e., a start or an end of a day, week, or month), different consumption contexts (physical store consumption vs. online consumption), and different samples (US online sample, US student sample, Chinese online sample, Chinese student sample), which provided important theoretical contributions and essential marketing implications.
Metrics
111 Record Views
Details
- Title
- TIME IS IMPORTANT! THE EFFECT OF TEMPORAL LANDMARKS ON PERCEPTION, ATTENTION, AND MOTIVATION
- Creators
- Sheng Bi
- Contributors
- Andrew Perkins (Advisor)Kunter Gunasti (Committee Member)Chadwick Miller (Committee Member)David Sprott (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 141
- Identifiers
- 99900592258201842
- Language
- English
- Resource Type
- Dissertation