The role of start temporal landmark on consumer preferences of self-improvement products

Purpose The purpose of this research is to examine the effect of temporal landmarks on consumer perception of self-improvement products and its underlying psychological mechanism and the boundary condition. Design/methodology/approach Four experimental studies were conducted, each with a single factor (temporal landmarks: start vs control) between-subjects design. This was followed by two additional experiments, each with a 2 (temporal landmarks: start vs control) × 2 (desire for subjective vitality: low vs control) and 2 (temporal landmarks: start vs control) × 2 (self-acceptance: high vs control) between-subjects design, respectively. Findings Results show that start temporal landmarks increased consumer preferences for self-improvement products and this process was mediated by one's desire for subjective vitality, while self-acceptance moderated the impact of the desire for subjective vitality on preferences for self-improvement products. Originality/value This study enriches the existing theory by illustrating that start temporal landmarks increased consumer preferences for self-improvement products via arousing consumers' aspirations for subjective vitality and self-acceptance moderated the process. The findings offer practical guidelines and ethical considerations for marketers and retailers.