PSYCHOTEMPORAL MARKETING AS A MODERN APPROACH TO THE RESEARCH OF CONSUMER BEHAVIOR

Abstract

The article examines the concept of psychotemporal marketing as an innovative approach to analyzing consumer behavior in the digital economy. The study emphasizes the role of time-related factors—such as daily and seasonal rhythms, the duration and sequence of consumer–brand interaction, emotional states, and cultural differences in time perception—in shaping decision-making processes. Unlike classical marketing models (AIDA, 4P), which focus mainly on message content and communication channels, psychotemporal marketing integrates insights from cognitive psychology, neuroscience, behavioral economics, and UX design to highlight the decisive importance of timing in marketing strategies.

The article systematizes recent research findings and demonstrates how temporal segmentation, dynamic pricing, and the use of temporal landmarks influence consumer choices and foster long-term loyalty. Practical applications are considered across various sectors, including e-commerce, banking, education, and HoReCa, where temporal triggers (e.g., morning discounts, evening premium offers, end-of-year campaigns) have proven effective in boosting engagement and conversion rates.

It is argued that psychotemporal marketing not only enriches the theoretical foundation of consumer behavior studies but also provides business with practical tools to optimize digital communications, personalize offers, and strengthen competitiveness in an environment of information overload and increasing cognitive pressure on consumers. The article concludes with recommendations for further research focused on quantitative assessment of temporal factors, adaptation of psychotemporal strategies to Ukrainian market specifics, and the integration of these tools into artificial intelligence–driven platforms.