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June 13, 2026Psychology and MarketingOpen Access

When a Week Is Not A Week: How Temporal Boundaries Shift Regulatory Focus and Consumer Preference

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Authors

DDDavid DeFranzaPCPromothesh Chatterjee

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Overview

Randomized trials reveal how timing affects consumer choices, suggesting new marketing strategies.

Key Points

  • This research aims to understand how calendar boundaries influence consumer perceptions and preferences during sales events.
  • Analyzed over four million tweets over 11 years related to Cyber Monday.
  • Conducted two controlled experiments to evaluate consumer behavior across temporal boundaries.
  • Crossing a temporal border increases subjective temporal distance and promotes abstract thinking.
  • Consumers evaluating purchases across a boundary prefer promotion-oriented attributes significantly more than prevention-oriented ones.

Cite This Study

DeFranza et al. (2026) studied this question.

synapsesocial.com/papers/6a2cf488faef96ed7f056c90https://doi.org/10.1002/mar.70193
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Days-of-the-Week Effect in Temporal Judgments2022 · 11 citations
  2. 2Psychological effects of temporal landmarks: A meta-analysis of affective, cognitive, and self-regulatory processes2026
  3. 3Distant or Proximal? The Impact of Temporal Cues in Historical Lowest Price Claims on Consumer Purchase Behavior2026
  4. 4The day-of-the-week effect is resilient to routine change2024
  5. 5Time-Duration Asymmetries in Consumer Decision-Making2026