Abstract: In the context of China prioritizing consumption expansion, this research addresses a critical gap: understanding how psychological mechanisms, specifically temporal perspective, influence consumer behavior. We investigate whether and how linear versus cyclical temporal perspectives serve as effective “nudges” to boost consumer consumption tendency, particularly experiential consumption, and explores the underlying mediating pathways and boundary conditions governing this relationship. The goal is to provide actionable psychological insights for policymakers seeking effective demand-side interventions.
To ensure robust and generalizable findings, a multi-method research design was employed. Study 1 established the relationship between temporal perspective and consumption tendencies using cross-national secondary data. Building on this, Study 2 employed a controlled laboratory experiment with high internal validity to examine the causal mechanism through which temporal perspective influences consumption patterns. Study 3 further investigates the mediating mechanisms and boundary conditions of this relationship through a large-scale national survey, thereby enhancing the external validity of the findings. Finally, Study 4 validates the ecological validity of the conclusions by conducting a one-month field experiment to re-examine the impact of temporal perspective on consumption tendency.
The findings consistently demonstrate that exposure to a linear temporal perspective significantly enhances consumer consumption tendency compared to a cyclical time perspective. This effect operates primarily through a key psychological mechanism: the linear temporal perspective increases consumers' need for experiential consumption. Furthermore, the perceived time extension acts as a critical moderator. When individuals perceive time extension as limited, the positive impact of a linear temporal perspective on need for experiential consumption, and consequently on consumption tendency, is significantly amplified. Conversely, perceiving time extension as opened weakens these effects.
This research makes significant theoretical contributions. First, we break through the paradigm of how temporal perspective influences specific types of consumption, and for the first time systematically demonstrate the implicit nudging effect of temporal perspective on general consumption tendency, offering a new perspective for understanding how temporal perspective shapes the dynamism of the consumer economy. Second, we uncover the core mechanism, revealing that linear temporal perspectives boost consumption tendency primarily by heightening the need for experiential consumption, moving beyond explanations based solely on time or risk perception. Third, we resolve prior theoretical inconsistencies by identifying perceived time extension as a pivotal boundary condition, demonstrating its role in strengthening the consumption-nudging effect of linear temporal perspective under limited extension. Collectively, these insights advance temporal perspective theory and provide a robust psychological foundation for designing effective consumption-stimulating strategies.

Key words: Temporal perspective, Stimulating consumer consumption, Experiential consumption needs, Consumption tendency, Time extension