Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Department of Management and Marketing | en_US |
| dc.contributor.advisor | Jiang, Yuwei (MM) | en_US |
| dc.creator | Lyu, Muxuan | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/13845 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | en_US |
| dc.rights | All rights reserved | en_US |
| dc.title | Last day indulgence : the impact of temporal landmarks on product preference | en_US |
| dcterms.abstract | This research investigates how (start vs. end) temporal landmarks affect consumers’ preference for (utilitarian vs. hedonic) products. Nine studies reveal that start (vs. end) temporal landmarks trigger a process-focused (vs. outcome-focused) mindset which in turn increases consumers’ preference for utilitarian (vs. hedonic) products. Consistent with the proposed process/outcome orientation mechanism, this effect diminishes when the products are pre-ordered. This research reveals a novel downstream consequence of temporal landmark on product preference and provides important practical implications concerning marketing strategies of when and what to promote to the customers. | en_US |
| dcterms.extent | ix, 99 pages : color illustrations | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2023 | en_US |
| dcterms.educationalLevel | Ph.D. | en_US |
| dcterms.educationalLevel | All Doctorate | en_US |
| dcterms.accessRights | open access | en_US |
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