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防范风险的保护行动的主要因素，但对这一广泛假设的命题的实证支持尚无定论。鉴于大多数健康行为中延迟预期结果的固有问题，本研究提出时间框架与个人特质时间取向（即考虑未来后果；CFC）之间的一致性作为风险感知 - 行为意图的重要调节器关系。两项关于促进充足睡眠的信息的实验结果（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 更加一致（即定制）时，风险感知和行为意图之间的关系显着更强。根据风险感知的操作方式（即，仅易感性、仅严重性或两者的组合），观察到框架-CFC 一致性的调节效果的细微差别。讨论了对健康传播信息设计的影响。