The conviction that evidence-based practice will afford progress in global efforts to modify the behaviours that underlie current rates of morbidity and premature mortality rests on the development of an evidence base that can inform the design and evaluation of intervention practices . Yet, despite an ever-growing research literature, there is lingering frustration with what can be gleaned from the evidence available. In response to this state of affairs, there have been calls to improve the connections between theory and interventions (Hekler et al., 2016;Rothman, 2004), initiatives have emerged that delineate how to translate basic principles into intervention strategies (Czajkowski et al., 2015;Nielsen, Riddle, & King, 2018;Sheeran, Klein, & Rothman, 2017), resources have been developed to help investigators specify the intervention techniques being utilised and how they might work (Carey et al., in press; Michie et al., 2013), and guidance is available, within domains, regarding what constructs to measure and how best to measure them (e.g. weight loss; MacLean et al., 2018).Although these efforts have considerable promise, collectively they rest on our understanding of the relation between people's psychological experience and their behaviour and, thus, depend on the quality of the principles that can be derived from current theoretical models of health behaviour. In her paper, "It's time to think about time in health psychology", Urte Scholz (2019), compellingly argues that current models have failed to engage sufficiently with the time course of the relations they describe. The principles that can be derived from these models offer limited guidance regarding their temporal parameters; yet the prevailing focus of most research in health psychology is on delineating -and then attempting to leverage-the interplay between constructs over time (e.g. the relation between perceptions of personal risk and precautionary behaviour;Weinstein, 2007). Even with a growing focus on efforts to promote bs_bs_banner sustained changes in behaviour and the observation that the determinants of behaviour may shift over time, theorising regarding the time course of these phenomena remains remarkably underdeveloped (Kwasnicka, Dombrowski, White, & Sniehotta, 2016;Rothman, Baldwin, Hertel, & Fuglestad, 2011). Thus, there is a disconnect between what investigators are trying to accomplish and the theoretical principles they rely on to guide those efforts (Dunton, 2018).With this call to action, Scholz (2019) illustrates not only the paucity of current theorising regarding temporal factors, but also how engaging with temporal factors should enrich the practical value of our theories and, thus, the impact they can have on practice. It is hard to imagine that readers will respond anyway but favourably to this call, embracing the importance of time, but what can be done to ensure that this favourable response, in fact, leads to action? As the intention-behaviour gap is not solely the province of individuals struggling to manage their...