This study examined how regulatory motivation affects the temporal separation framing effect. According to prior research, when presented with temporal separation framing, consumers' purchase intention was higher compared to lump-sum presentation framing, where an equivalent value is presented in an aggregated manner. This study verified through two experiments that the temporal separation framing effect is moderated by consumers' regulatory motivation (promotion motivation vs. prevention motivation). In particular, while prior research examined the temporal separation framing effect only in experimental situations involving the consumption of value, this study additionally established a situation where value accumulates and examined how temporal separation framing influences consumers' purchase intention. The results showed that consumers' regulatory motivation moderated the temporal separation framing effect. Specifically, in situations where value is consumed, the temporal separation framing effect appeared only among consumers with prevention motivation and did not appear among consumers with promotion motivation. Conversely, in situations where value accumulates, the lump-sum presentation framing effect appeared only among consumers with promotion motivation and did not appear among consumers with prevention motivation.