Effect of temporal landmarks on consumers’ preference for attribute alignability: The mediating role of creative self-efficacy

• Jingran Sun

  School of Event and Economic Management, Shanghai Institute of Tourism, and School of Tourism, Shanghai Normal University

• Yuting Duan

  School of Business, Linyi University

• Zheng Zhao

  School of Tourism, Shanghai Normal University

• Wenbei Chen

  School of Economics and Management, Tongji University, and Business School, Jinggangshan University

In the face of a rapidly changing consumer market, companies strive to innovate their products by either adopting a strategy of enhancement of attributes or focusing on uniqueness. Using the structural alignment model, we conducted two studies to investigate the influence of temporal landmarks on consumers’ diagnosticity of product attributes and the mediating role of creative self-efficacy in this link. Results indicated that consumers relied more on nonalignable (vs. alignable) attributes to evaluate a product when a start (vs. end) temporal landmark was activated. These findings have implications for marketing theory and companies’ product-communication strategies.

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