Impact of Time Expression on Willingness to Participate in a Time Sale

This study examines the effects of two time expressions: absolute time (××/○○～××/◇◇) and endpoint emphasis expression (××/◇◇ made). Specifically, we examine the effects of changing the time expressions of the sale period on the evaluation of the time remaining until the end of the sale and the willingness to participate in a sale. The following two points became clear from the investigation using limited-time sale advertisements in which time expressions and presentation timing were manipulated. (1) When there is enough time remaining until the end of the sale, the use of end-of-sale framing expressions is likely to make consumers perceive less time remaining until the end of the sale. (2) The evaluation of the time remaining until the end of the sale has a negative direct effect on the willingness to participate in the sale yet has an indirect positive effect through time pressure.