The effect of start/end temporal landmarks on consumers' visual attention and judgments

Sheng Bi*, Andrew Perkins, David Sprott

*此作品的通讯作者

科研成果: 期刊稿件文章同行评审

14 引用 (Scopus)

摘要

A particular point in time can be framed as either the start or end of a given time period. However, limited research is available on how such temporal landmarks influence consumers' judgments. This research addresses this issue by investigating how start vs. end temporal landmarks influence consumers' attentional focus and subsequent judgments. Six studies demonstrate that framing a temporal landmark as the start of a time period shifts visual attention to the left, while framing a temporal landmark as the end of a time period shifts visual attention to the right. By changing attentional focus within the visual-spatial environment, a temporal-spatial congruity between a temporal landmark (start vs. end) and the location of a target object (left vs. right) increases people's preference for that target object. Overall, these findings provide valuable implications for marketing theory and practice.

源语言英语
页(从-至)136-154
页数19
期刊International Journal of Research in Marketing
38
1
DOI
出版状态已出版 - 3月 2021
已对外发布

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Bi, S., Perkins, A., & Sprott, D. (2021). The effect of start/end temporal landmarks on consumers' visual attention and judgments. International Journal of Research in Marketing, 38(1), 136-154. https://doi.org/10.1016/j.ijresmar.2020.04.007