Effects of start vs. end temporal landmarks on self-dissimilarity and goal motivation

A Temporal landmark refers to any distinct event that stands out from the mundane routine of daily life, encompassing yearly milestones or significant life events. Previous research has exhibited that the induction of salient temporal landmarks fosters self-dissimilarity and goal motivation. In this study, we conducted an online experiment at the end of the year, comparing the effects of temporal landmark induction between start (New Year's Day) and end (New Year's Eve) temporal landmarks. Japanese participants (N = 457) were randomly allocated to one of four conditions: salient start, salient end, non-salient start, or non-salient end. The induction of the temporal landmark engendered heightened perceptions of the landmark as a meaningful milestone and increased participants’ sense of self-dissimilarity in the upcoming year. These results were observed regardless of whether it was a start or end landmark. Differences in methodology and the cultural background of the participants were discussed to comprehend the obtained results.