Abstract
Past research has consistently shown that people have the tendency to discount future outcomes. However, most health messages emphasize the long-term consequences of behaviors. Building upon past research on temporal discounting, time orientation, and construal level, the current research examines how dispositional time orientation (present and future) predicts health behavior intentions and the impact of situationally-activated future orientation through episodic future thinking on the persuasiveness of long-term health warnings. An online experiment was conducted with 946 African American smokers randomly assigned to engage in either future thinking or present thinking prior to viewing a series of graphic cigarette warning labels. Results suggested that a stronger present time orientation predicts greater intentions to smoke, while a stronger future time orientation predicts greater intentions to quit smoking. Additionally, future (vs. present) thinking significantly increased intentions to quit smoking through enhanced perceived self-efficacy for quitting smoking. Theoretical and practical implications of the findings are discussed.