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Temporal perspective shapes customers’ food preference: hedonic versus eudaimonic motives for activities

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  • Liu, Juan
  • Li, Fangxuan Sam

Abstract

Although previous studies have widely researched customers' food choices and consumption decisions, little is known about whether and how the temporal perspective affects customers’ food preferences. The current research investigated the impact of temporal perspective on food preference based on the dual-system theory. Using two scenario-based experiments and three focus group interviews, this study reveals that a cyclical (vs. linear) temporal perspective causes a customer preference for healthy (vs. unhealthy) food. Moreover, this study identifies eudaimonic and hedonic motives for activities as the psychological mechanisms underlying these effects. The results of our research also provide marketers with practical guidance to develop appropriate food marketing strategies for customers with different temporal perspectives.

Suggested Citation

  • Liu, Juan & Li, Fangxuan Sam, 2025. "Temporal perspective shapes customers’ food preference: hedonic versus eudaimonic motives for activities," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001560
    DOI: 10.1016/j.jretconser.2025.104377
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