Abstract:

The concept of temporal distance is already understood and discussed in Construal Level Theory. In previous researches, however, we found severely limited understanding regarding the influence of temporal distance on consumer behavior. This research looks into how temporal distance affects consumer preference to hedonic and utilitarian products by conducting two experiments. In Experiment 1, it demonstrated that consumers under nearer temporal distance prefer products with better utilitarian attributes over those with better hedonic attributes in purchases, while their preference goes to products with better hedonic attributes against those with better utilitarian attributes in purchases under farther temporal distance. In Experiment 2, variables in a decision-making task (chosen or forgone decision-making) were added to demonstrate that there is a reciprocal influence from temporal distance and decision-making model upon consumer choice between utilitarian and hedonic products. In a buying context under nearer temporal distance, consumers prefer products with better utilitarian attributes in the chosen decision-making (compared with products with better hedonic attributes), while consumers prefer products with better hedonic attributes in the forgone decision-making (compared with products with better utilitarian attributes). In a buying context under farther temporal distance, consumers prefer products with better hedonic attributes, regardless of chosen or forgone decision-making (compared with products with better utilitarian attributes). Key Words: Temporal Distance, Hedonic Attributes, Utilitarian Attributes, Decision-Making Task.

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