Simple or complex: How temporal landmarks shape consumer preference for food packages

Food packaging, serving as a means of marketing communication, can be presented in a simple or complex format. This work investigated the effect of start temporal landmarks (i.e., marks denoting the beginning of a period) versus end temporal landmarks (i.e., marks signaling the closure of a period) on consumers' preferences for food packages. Three studies demonstrated that priming a start temporal landmark leads to a greater preference for food packages with simple imagery (i.e., minimalist aesthetics). In contrast, priming an end temporal landmark increases consumers' preferences for food packages with complex imagery (i.e., ornate aesthetics). In addition, we identified an underlying mechanism in which the need for arousal mediates the impact of temporal landmarks on preference for food packages. Beyond a set of managerial implications, our findings also provide novel insights into temporal perceptions, minimalist aesthetics, and product packages.