Temporal Framing in Health Advertising: The Role of Risk and Future Orientation

Abstract

This research examines the effects of the temporal frame of an advertising message and individual differences in future orientation on consumer risk perceptions, persuasion, and behavioral intentions. Results from two experiments indicate that temporal framing effects are moderated by consumers' tendency to think about the distant-future consequences of their behaviors. In Study 1, results show that future orientation moderates temporal framing effects on consumers' perceived risk. Study 2 demonstrates that consumer risk perceptions can mediate this interaction effect for intentions to engage in preventive behaviors. Implications are offered for advertising theory, as well as for creators of public service advertising campaigns.