How start temporal landmarks affect consumers' preference on uncertain promotional strategies: the role of perceived luck

Uncertain promotional strategies (UPSs) have gained popularity due to their cost-reducing benefits and positive impact on consumer satisfaction within the realm of marketing. Investigating the antecedents of consumers' preference for UPSs holds significant theoretical and practical value. Drawing on socioemotional selectivity theory and regulatory focus theory, the current study proposes and examines the temporal landmarks (TLs)' effect on consumers' preference for UPSs, as well as the underlying mechanism of perceived luck and the moderating effect of locus of control. Three studies within different marketing scenarios reveal that, compared with terminal temporal landmarks (TTLs) and control group, start temporal landmarks (STLs) could increase consumers' preference for UPSs, and the effect is mediated by perceived luck. Additionally, locus of control moderates the effects of TLs' on consumers' UPSs. Specifically, the effect of STLs on consumers' preference for UPSs would be reinforced for those with high (vs. low) level of internal locus of control (or low level of external locus of control). The study contributes to research of UPSs and TLs, and provides practical suggestions for policymakers, marketing managers and consumers.