Research indicates that health beliefs and perceptions are shaped and organized by life experiences. Time perception, also structured by life experiences, can systematically alter individuals' perceptions of disease and evaluations of treatment options. Using the Health Belief Model (HBM), this study examines the effects of ethnicity and hypertension temporal orientation on the health perceptions of 300 African Americans and White Americans with hypertension. Results revealed that African Americans were more present-oriented than White Americans regarding their daily experiences with managing hypertension. Compared to more future-oriented respondents, present-oriented people perceived themselves to be less susceptible to the consequences of hypertension, believed more in the benefits of home remedies and negative aspects of prescribed medication, and believed less in the benefits of prescribed medication and negative aspects of home remedies. We concluded that ethnicity influences hypertension temporal orientation and that hypertension temporal orientation affects perceptions about hypertension and its management. Implications for health and medical care are addressed.