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.

虽然健康行为理论将风险感知概念化为激发针对风险采取防护措施的主要因素，但对这一广为接受的主张的经验支持尚无定论。考虑到与大多数健康行为中的预期结果的延迟有关的内在问题，本研究提出时间框架与个体特征时间取向（即，考虑未来后果； CFC）之间的一致性，这是风险感知-行为意图的重要调节者关系。来自两个实验的发现，这些实验涉及促进充足睡眠的信息（N = 227；研究1）和塑料瓶回收（N= 223; 研究2）表明，当时间框架和CFC更一致（即量身定制）时，风险感知与行为意图之间的关系明显更强。根据风险感知的实施方式（即，仅易感性，仅严重性或两者结合），观察到了框架-CFC一致性调节作用的细微差别。讨论了对健康交流消息设计的影响。