Many of the anthropomorphism related literatures analyze the contrast between the appearance versus functionality to assess consumer's product preferences. Most of these literatures also use consumer product or other consumer acquisitions as anthropomorphism object and only a few of the anthropomorphism studies are researching the effect of time anthropomorphism. This study use time as the anthropomorphism priming. An entity that could be seen as a barrier to acquire something that individuals might want or need. This study wants to investigate the impact of time anthropomorphism on individuals' willingness to indulge. This study also uses construal level, self-concept and long-term orientation as its moderator. This research is an experimental study with 126 respondents that are recruited through Amazon Mechanical Turk. This study showed that time is also another subject that could be add to the anthropomorphism priming literatures because time is also contain a human-like feature which is a non-spatial continuum movement that can measured a succession of an events from past through present and the future. The findings also show that time anthropomorphism does affect individuals' willingness to indulge. When primed with time anthropomorphism, individuals who has low construal level, who are interdependent or long term oriented shows to have more willingness to indulge rather than when they are not primed with time anthropomorphism. Research implication and future research are also explained in this study.

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