Author(s)

Chunxiu Ye^*, Hong Zhou

School of Management, Jinan University, Guangzhou, China.

As one of the main carriers of corporate product promotion—advertising plays a vital role, and advertising always contains the words of time landmarks or the time landmarks embedded in its content, so this article from the two major advertising The constituent elements—time landmarks (fresh/ ending) and the type of advertising appeal (emotional/rational appeal), start to study the influence of time landmarks on the preference of consumers’ advertising appeals. This study explores the impact of time landmarks on consumer preference type’s preferences through two experiments, and studies the mediating role of self-depletion perception. Consumers who activate the fresh time landmarks prefer a rational advertising appeal, while consumers who activate the ending time landmarks prefer an emotional advertising appeal.

Time Landmarks, Type of Advertising Appeal, Ego-Depletion, Dual-Processing Theory

Ye, C. and Zhou, H. (2019) The Influence of Time Landmarks on Consumers’ Advertising Appeal Preferences. Psychology, 10, 560-577. doi: 10.4236/psych.2019.104036.