Construal level theory and theory of planned behavior: time frame effects on salient belief generation

This study tests implications of different time specifications in behavioral definitions as used in belief-elicitation research. Using construal level theory and the theory of planned behavior as complementary frameworks, the authors examined temporal frame effects on beliefs about eating fruits and vegetables and beliefs about condom use generated in a belief-elicitation study. Consistent with propositions from construal level theory, the authors found that temporal perspective (performing the behavior tomorrow, in 3 months, in 6 months, or in 5 years) affects the type of salient behavioral beliefs, such that individuals generate more feasibility (efficacy) beliefs when thinking about proximal behaviors, but more desirability (attitudinal and normative) beliefs when the behavior in question is distal. The authors' results indicate the importance of time frame in behavioral definitions in belief-elicitation research.