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Perceived Temporal Distance of Health Risk

PTDHRSubjective sense of how far in the future a specific health problem is
3 items 2017 α .91–.93 Free Murdock, M.R., & Rajagopal, P.

What it measures

Three items measuring how temporally remote a specific health problem feels to the respondent. Murdock and Rajagopal (2017) applied the scale across five studies examining health warning messages, with conditions involving gingivitis, obesity, mouth cancer, skin cancer, and skin damage. The fine-grained 101-point format provides greater statistical sensitivity than a standard Likert scale and is particularly suited to studies where small differences in temporal perception are theoretically meaningful.

Citation

Murdock, M.R., & Rajagopal, P. (2017). The sting of social: How emphasizing social consequences in warning messages influences perceptions of risk. Journal of Marketing, 81(2), 83–98.

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