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

Juan Liu and Fangxuan Sam Li

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

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.

Keywords: Food preference; Temporal perspective; Dual-system theory; Eudaimonic motives for activities; Hedonic motives for activities (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001560

DOI: 10.1016/j.jretconser.2025.104377

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