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We demonstrate the differential effects of framing health hazards as occurring every day versus every year, two reference periods that objectively refer to the present but subjectively seem different. Through three studies, we show that every day framing makes risks appear more proximal and concrete than every year framing, resulting in increased self-risk perceptions, intentions to exercise precau- tionary behavior, concern and anxiety about the hazard, and effectiveness of risk communication. Across different health domains, we show that, while temporal frames moderate self-positivity biases (study 1), difficulty of preventive behaviors (study 2) and outcome valence (study 3) moderate temporal framing effects. Four hundred and forty thousand Americans succumb each year to the deadly effects of tobacco smoke. (Brody 2001)

When a Day Means More than a Year: Effects of Temporal Framing on Judgments of Health Risk