Work

Impact of Time Expression on Willingness to Participate in a Time Sale

Year: 2025

Type: article

Abstract: This study examines the effects of two time expressions: absolute time (××/○○～××/◇◇) and endpoint emphasis expression (××/◇◇ made). Specifically, we examine the effects of changing the time expressions of the sale period on the evaluation of the time remaining until the end of the sale and the willingness to participate in a sale. The following two points became clear from the investigation using limited-time sale advertisements in which time expressions and presentation timing were manipulated. (1) When there is enough time remaining until the end of the sale, the use of end-of-sale framing expressions is likely to make consumers perceive less time remaining until the end of the sale. (2) The evaluation of the time remaining until the end of the sale has a negative direct effect on the willingness to participate in the sale yet has an indirect positive effect through time pressure.

Source: Quarterly Journal of Marketing

DOI: 10.7222/marketing.2025.015

Author: Yuki Mitomi

Institution: Takasaki City University of Economics

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $75

Funder: Japan Society for the Promotion of Science