The Effects Of Temporal Orientation On Consumption Variety-Seeking And Evaluations Of Sponsorship Marketing

This dissertation explores internal feeling experiences and external temporal cues of temporal orientation from a consumers' perspective.I investigate how and why temporal orientation affects decision making and information processing.Previous literature indicates that temporal orientation influents evaluation of advertisements and new product adoptions.However,we do not know why and how temporal orientation affects consumers' choice and evaluation in other marketing contexts.I use an experimental approach to develop and extend our understanding of psychological responses from temporal orientation,how it shapes decision making and information processing for consumers.This dissertation is composed of two essays.The first essay focuses on internal feeling experiences from temporal orientation.Four studies reveal that past orientation depresses consumption variety-seeking and future orientation promotes consumption variety-seeking,and the underlying mechanisms are familiarty seeking and novelty seeking.Moreover,the results show that this temporal effect attenuates when consumers perceive self-irrelevance in temporal orientation.The second essay focuses on external temporal cues from temporal orientation in sponsorship marketing.Four studies reveal that both sponsor-brand information and sponsoractivity information presented enhance evaluation of future sponsorship marketing(future orientation).However,only sponsor-brand information provided increases evaluation of sponsorship marketing in past(past orientation).In addition,results indicate that global processing style more associated with future orientation than past orientation requires more information when consumers evaluate sponsorship marketing in future.This dissertation contributes to temporal orientation,consumption variety-seeking and sponsorship marketing.It shows temporal orientation can change seeking strategies and affect consumption variety-seeking.It also uncovers the relationship between temporal orientation and processing style,which affects evaluations of sponsorship marketing in future or past depending on whether different types of sponsor information are provided.It highlights the importance of temporal orientation that plays a significant role in consumer behaviors.It provides theoretical evidence for companies to make making marketing strategies on repeat purchasing,new product adoption,and how to increase influence of brands relying on sponsorship marketing.