Consumers’ Future Orientation and the Effect of Temporal Framing on Health Risk Perception

This study analyzes the influence of temporal framing on health risk perception according to consumers’ future orientation. Higher future orientation increases health risk perception. Temporal framing and benefit presentation result in similar risk perceptions for consumers with high future orientation. Health risk perception increases interest in negative consequences of behavior.


Silvia Heideker (2018) ,"Consumers’ Future Orientation and the Effect of Temporal Framing on Health Risk Perception", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 1-3.


Silvia Heideker, University of Erlangen-Nürnberg, Germany


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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