The research team ran four experiments to test this idea. In the first study, participants were primed with one of two contrasting views of time. Those in the linear condition read that life consists of separate, progressive periods that can never be recovered, with the future imagined as a road extending forward from the present. Those in the cyclical condition read that life is made of repeating cycles, like the four seasons or the days of the week, in which the future is expected to resemble the present. When subsequently asked to make product choices, consumers primed with the cyclical perspective were significantly more likely to choose vice products, while those primed with the linear perspective gravitated toward virtue.

The second study replicated the effect using a different measure: willingness to pay. Participants indicated how much they would spend on desserts, classified as vice items, versus salads, classified as virtue items. The same pattern emerged, with cyclical-time participants valuing indulgent options more highly. Crucially, the researchers also measured a psychological variable they suspected was doing the hidden work: perceived time scarcity. Statistical mediation analysis confirmed that the time perspective manipulation changed how scarce time felt, and that feeling of scarcity in turn drove the shift toward vice. In other words, a cyclical view of time appears to make the present moment feel more abundant and less pressured, loosening the grip of long-term self-control.

This mechanism makes intuitive sense once unpacked. If time is an arrow, every wasted moment is gone forever, and each decision carries irreversible consequences for distant goals. That urgency pushes people toward choices that protect the future self, such as eating healthily or studying. If time is a wheel, however, missed opportunities will come around again, and the pressure to optimize each individual moment dissipates. The present becomes a comfortable, repeating present, and immediate pleasures lose much of their moral cost. Perceived time scarcity, the subjective sense that time is running out, is the bridge between these cosmic metaphors and the dessert menu.

To show the effect was not limited to food, the third study moved into entertainment. Participants chose between television programs that had been pre-tested and categorized as virtue content, such as historically weighty dramas, and vice content, such as light situation comedies. Once again, the cyclical time perspective increased preference for the indulgent option, and once again perceived time scarcity mediated the relationship. The consistency across food and non-food domains suggests that temporal cognition shapes self-control broadly, rather than merely biasing appetite.

The fourth study uncovered a boundary condition that complicates the simple story. The researchers activated what they call ending temporal landmarks, salient points that mark the close of a time period, and framed an exercise program in either linear or cyclical terms while participants chose between smoothies. When ending landmarks were made prominent, the usual cyclical preference for vice diminished as perceived time scarcity rose, and choices shifted back toward virtue. Even within a cyclical worldview, a clearly marked ending reintroduces the sense that time is finite, restoring the motivational pressure that favors long-term benefits over immediate rewards.

The findings connect to a rich literature on temporal landmarks and self-regulation. Previous work has documented the fresh start effect, in which dates such as birthdays, new years, and even round-number ages motivate aspirational behavior, and related research showing that people search for meaning as they approach a new decade of life. Other studies have found that shorter time windows shift preference toward virtues while longer windows favor vices, and that mere deadlines can paradoxically sabotage goal pursuit. The new research adds a deeper layer: before any landmark or deadline exerts its influence, the underlying architecture of time in a person’s mind, linear or cyclical, sets the baseline for how scarce time feels and therefore how tempting vice appears.

Cultural context matters here as well. Cyclical conceptions of time are deeply embedded in many traditions, from seasonal festivals to Buddhist and folk models of recurring life cycles, and prior cross-cultural research has documented differences in how past information is perceived and represented. Recent work has even shown that a cyclical temporal perspective can make people greener, increasing pro-environmental behavior. The new study adds nuance to this picture: the same cyclical mindset that fosters sustainability in one domain can undermine dietary self-control in another, depending on whether the relevant time horizon feels open-ended or punctuated by endings.

For businesses, the implications are direct. Marketers of indulgent products may benefit from messaging that evokes cyclical, routine-based framings, such as weekly rituals and repeating pleasures, while promoters of healthier or socially beneficial products can emphasize linear progress, irreversible milestones, and clear endings to heighten perceived time scarcity and steer choices toward virtue. Policymakers designing public health campaigns could similarly frame behavior change around finite windows and marked endpoints rather than open-ended exhortations, harnessing temporal cognition rather than fighting it.

The research also carries a personal lesson. The metaphors we use for time are not merely poetic decoration; they are cognitive frames that quietly price every temptation we face. Treating the coming week as a fresh stretch of an unrepeatable road makes the salad easier to choose. Treating it as another turn of the same wheel makes the cake cheaper, psychologically speaking. But as the fourth study shows, even the most committed cyclical thinker can be nudged back toward virtue by a well-placed ending, a reminder that some doors, and some opportunities, really do close. Time, whether arrow or wheel, still runs out in the moments that matter.

Subject of Research: The influence of linear versus cyclical time perspective on consumer choices between virtue and vice products, mediated by perceived time scarcity.

Article Title: Virtue or vice? how linear vs. cyclical time perspective influences consumer product choices

Article References: Yao, Q., Tang, Q., & Jiang, L. (2026). Virtue or vice? how linear vs. cyclical time perspective influences consumer product choices. Current Psychology, 45(17), Article 1441. https://doi.org/10.1007/s12144-026-09960-3

Image Credits: AI Generated

DOI: 10.1007/s12144-026-09960-3

Keywords: time perspective, consumer behavior, self-control, vice products, virtue products, time scarcity, temporal landmarks, cyclical time, linear time, decision making, psychology, Current Psychology