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The effect of temporal landmarks on positive illusions and consumer preference for new products with functional risks

Ziqi Shang (Sun Yat-sen University, Guangzhou, China)
Jun Pang (Renmin University of China, Beijing, China)
Xiaomei Liu (Renmin University of China, Beijing, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 29 June 2020

Issue publication date: 21 September 2020

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Abstract

Purpose

The purpose of this research is to examine the effect of temporal landmarks on positive illusions and the downstream implications of this effect on consumer preference for new products with functional risks.

Design/methodology/approach

Study 1 adopted a single factor (temporal landmarks: beginning vs ending) between-subjects design. Study 2 adopted a 2 (temporal landmarks: beginning vs. ending) × 2 (salience of the temporal landmark: salient vs not salient) between-subjects design. Study 3 used a single factor (temporal landmarks: beginning vs ending) between-subjects design.

Findings

Through three studies, we show that the ending temporal landmarks reduce positive illusions (Studies 1 and 2). The underlying process is enhanced perceptions of psychological resource depletion (Study 3). The authors further show that decreased positive illusions lead consumers to less prefer new products with functional risks (Study 3).

Originality/value

Existing studies on temporal landmarks have exclusively focused on the beginning landmarks and account for its effects from a motive perspective. In contrast, the authors take a look at the ending landmarks and identify perceptions of psychological resource depletion as the underlying process, which suggests a new angel understand how temporal landmarks influence individuals' cognitions and behavior.

Keywords

Acknowledgements

This article has been previously published in Chinese in the Journal of Marketing Science, 2017, 13(2), 39-55.

Citation

Shang, Z., Pang, J. and Liu, X. (2020), "The effect of temporal landmarks on positive illusions and consumer preference for new products with functional risks", Journal of Contemporary Marketing Science, Vol. 3 No. 2, pp. 265-280. https://doi.org/10.1108/JCMARS-12-2019-0045

Publisher

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Emerald Publishing Limited

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