How temporal landmarks affect individual psychology and behavior: influences and underlying mechanisms

Purpose: In this article, we provide a systematic framework for integrating and organizing research on temporal landmarks. Following an in-depth analysis using the theory–context–characteristics–methodology (TCCM) framework, we show the development and current state of research in the field and, based on recent studies, explore potential directions for future research and offer valuable suggestions for further investigations. Design/methodology/approach: We employ the TCCM framework to review and summarize 46 articles related to temporal landmarks systematically. Findings: Although early studies on temporal landmarks focused on individual psychology and goal motivation, research on the topic gradually extended into contexts such as product preferences, travel choices and individual ethicality, with significant emphasis on starting temporal landmarks. Future research could explore the application of various types of temporal landmarks in diverse scenarios and thereby enhance their practical implication. Originality/value: We have innovatively reviewed the mechanisms by which temporal landmarks impact individual psychology and behavior by clarifying the theories, research contexts, characteristics and methodologies used in studies and outlining directions for future research. By providing valuable market insights and highlighting effective strategies, our findings may also significantly influence enterprises’ marketing activities.