Abstract: This research examines whether and how temporal landmarks influence consumer preference for high-arousing products. Across four experiments, we demonstrate that consumers primed with the starting (vs. neural) temporal landmark generate a higher preference for high-arousing products, regardless whether the products induce positive or negative emotional experiences. We also demonstrate that this effect is mediated by consumers’ desire for subjective vitality and that this effect will be attenuated when consumers can increase subjective vitality in other ways. Our findings extend the current literature on temporal landmark and arousal, and highlight the importance of timing to a successful promotion for high-arousing products.

Key words: Temporal landmark, Start, Arousal, Subjective vitality, Product preference