Two time metaphors are often adopted to express the passage of time: the ego-moving metaphor that conceptualizes the ego as moving toward the stationary event (e.g. we are approaching the holiday) or the event-moving metaphor that conceptualizes the event as moving toward the stationary ego (e.g. the holiday is approaching us). This paper aims to investigate the influence of the time metaphor on regulatory focus, as well as its downstream marketing implications.
Five studies were conducted. Studies 1a–1c examined the moderating effect of the valence of events on the relationship between time metaphors and regulatory focus. Studies 2–3 investigated the downstream marketing implications of the above effects.
The findings indicated that compared to the event-moving metaphor, the ego-moving metaphor is more likely to evoke a promotion focus when consumers anticipate a positive event. However, when the event is negative, the ego-moving metaphor is more likely to evoke a prevention focus compared to the event-moving metaphor.
This research extends the previous literature on regulatory focus activation by showing that time metaphors affect regulatory focus, and that event valence plays a critical moderating role in the relationship.
Many companies rely on positive events (e.g. holidays, anniversaries) to market their products. The findings of this research suggest that companies promoting products with promotion-related benefits or products with higher risks should adopt an ego-moving metaphor to describe the coming of the event. In contrast, companies promoting products with prevention-related benefits or products with low risks should adopt an event-moving metaphor to describe the coming of the event.
This research showed that the effects of time metaphors on consumers’ regulatory focus depend on the valence of the events. It also demonstrated the downstream implications of time metaphors by showing that time metaphors influence consumer product choices and financial decisions.
