| People often face time-related decisions.How to distribute wages between current consumption and future savings?When purchasing financial products,will you choose products with short term or long term income?Since the 1930s,scholars have discovered many influencing factors and theoretical mechanisms in the field of intertemporal choice.However,there are few studies on the impact of external environmental factors on intertemporal choice.As one of the most important environmental factors,time can affect people's cognition and behavior.By creating boundaries for continuous time,temporal landmarks help people organize their memories and experiences,and influence the way people look back,experience the present and plan for the future.This paper explores the influence of the temporal landmark on intertemporal choice,the internal mechanism of the influence,and further explores the boundary conditions of the mechanism through for experiments.In Experiment 1,individuals at the beginning temporal landmark prefer long-term options more than those at the ending temporal landmark.Experiment 2 further determines the direction of the influence of temporal landmark on intertemporal choice.The preference difference in Experiment 1 is due to the "fresh start" effect.In Experiment 3,time travel is used to manipulate temporal landmark.The result shows that future self-continuity mediates the influence of temporal landmark on intertemporal choice.Experiments 4 adds the measurement of subjects'present-fatalism time perspective.The moderating effect of present-fatalism time perspective shows that when participants have a strong present fatalism,the mediating effect of future self-continuity on the relationship between temporal landmark and intertemporal choice is no longer significant.This paper enriches the research in the field of intertemporal choice and temporal landmark,and provides corresponding marketing suggestions and guidance for commodity market and financial investment industry. |
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