The sales promotion relying on monetary benefit pursues sales performance at the cost of profit , which may increase price sensitivity and destroy brand value .Based on construal level theory in psychology to design new approaches for sales promo -tion, we explore the impacts of perceived temporal distance on consumers ′purchasing behaviors by adding means of affecting con-sumer psychology on the basis of driving economic interest .This study , controlling product characteristics according to informa-tion asymmetry , employs the method of natural field experiment and takes clients of commercial banks as research subjects .The results show that:①desirability outweighs feasibility when perceive temporal distance is far rather than near when consumers buy experience products;and ②feasibility outweighs desirability when perceive temporal distance is near rather than far .Consumers without experience of buying similar products are more likely to be affected by perceived temporal distance , while perceived tem-poral distance exerts little influence on customers′behaviors in purchasing search products .We also suggest managerial imple-ment to improve marketing efficiency and profits .%单纯依赖经济利益刺激消费者购买的销售促进以牺牲利润换来销量，还可能提高消费者的价格敏感性和损害品牌价值。基于心理学的解释水平理论设计新的销售促进方式，在经济利益驱动的基础上融入影响消费者心理的手段，检验感知时间距离对消费者购买行为的影响，采用自然实验方法，根据信息不对称性控制产品特性，以银行客户为对象进行实证检验。研究结果表明，在购买体验产品时，与感知近期时间距离相比，消费者在感知远期时间距离时更重视产品的可取性；与感知远期时间距离相比，消费者在感知近期时间距离时更重视产品的可行性。没有购买同类产品经验的消费者更容易受感知时间距离影响，感知时间距离没有对消费者购买搜索产品行为产生显著影响。在此基础上提出管理建议，以提高营销的效率和效益。
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