Tailoring Temporal Message Frames to Individuals' Time Orientation Strengthens the Relationship between Risk Perception and Behavioral Intention.

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  • Author(s): Guan M;Guan M; So J; So J
  • Source:
    Journal of health communication [J Health Commun] 2020 Dec 01; Vol. 25 (12), pp. 971-981. Date of Electronic Publication: 2021 Feb 05.
  • Publication Type:
    Journal Article; Randomized Controlled Trial; Research Support, Non-U.S. Gov't
  • Language:
    English
  • Additional Information
    • Source:
      Publisher: Taylor & Francis Country of Publication: United States NLM ID: 9604100 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1087-0415 (Electronic) Linking ISSN: 10810730 NLM ISO Abbreviation: J Health Commun
    • Publication Information:
      Publication: Apr./June 1998- : Philadelphia : Taylor & Francis
      Original Publication: Washington, DC : Taylor & Francis, c1996-
    • Subject Terms:
      Health Behavior* ; Intention*; Health Communication/*methods; Female ; Humans ; Male ; Motivation ; Psychological Theory ; Risk Assessment ; Students/psychology ; Students/statistics & numerical data ; Time Factors ; United States ; Universities ; Young Adult
    • Abstract:
      While health behavior theories conceptualize risk perception as a major factor motivating protective action against risk, empirical support for this widely-assumed proposition has been inconclusive. Given the inherent issue concerning the delay of desired outcomes in most health behaviors, this research proposes the congruence between temporal frame and individuals' trait time orientation (i.e., consideration of future consequences; CFC) as an important moderator in the risk perception-behavioral intention relationship. Findings from two experiments concerning messages promoting adequate sleep ( N = 227; Study 1) and plastic bottle recycling ( N = 223; Study 2) showed that the relationship between risk perception and behavioral intention was significantly stronger when temporal frames and CFC were more congruent (i.e., tailored). Nuanced differences in the moderating effects of frame-CFC congruence were observed depending on how risk perception was operationalized (i.e., susceptibility only, severity only, or combination of the two). Implications for health communication message design are discussed.
    • Publication Date:
      Date Created: 20210205 Date Completed: 20210810 Latest Revision: 20210810
    • Publication Date:
      20231215
    • Accession Number:
      10.1080/10810730.2021.1878310
    • Accession Number:
      33544052