Background: Message framing outcomes of healthy behaviours as occurring ‘every day’ vs. ‘every year’
can influence the temporal proximity and perceived likelihood of these outcomes. However, it is not
known how pre-existing beliefs such as confidence in one’s ability to perform health-related behaviour
interact with such messages. Objective: The purpose of this research was to investigate whether eating
self-efficacy moderates the effect of temporal framing (day-frame vs. year-frame) on snacking behaviour.
Methods: Participants (N = 95) completed the short form of the Weight Efficacy Lifestyle Questionnaire
(WEL-SF) and read either a day-framed or year-framed message about the health benefits associated with
avoiding snacking. Consumption of snacks was reported 7 days later. Findings: For those with low levels
of eating self-efficacy (WEL-SF score < 4.3 on a 7-point response scale), the year-framed message was associated
with lower levels of snacking than the day-framed message. Discussion: The current research
identifies a key role for eating self-efficacy in shaping recipients’ responses to temporally framed messages
about the health benefits associated with the avoidance of snacking.