How Do Perceived Descriptive Norms Influence Indoor Tanning Intentions? An Application of the Theory of Normative Social Behavior

Abstract

Indoor tanning bed use is highly influenced by perceived norms about a tanned appearance. The theory of normative social behavior (TNSB) details the many ways in which norms can impact intentions and behavior, but has never been assessed in the context of indoor tanning. Considering this, we conducted a survey among female university students (N = 274) to determine the extent to which the TNSB predicted intentions to use indoor tanning beds. Overall, the path model predicted about 46% of the variance in intentions, and the majority of significant indirect effects were witnessed through the outcome expectation variables included in the TNSB, suggesting that these may be the most salient mechanisms – as predicted by the TNSB – through which norms can impact tanning intentions. In light of these results, theoretical and practical implications are discussed, and specific recommendations are given to extend the predictive utility of the TNSB in the context of indoor tanning.

Can a Social Norms Appeal Reduce Indoor Tanning? Preliminary Findings From a Tailored Messaging Intervention

“…Much survey research has shown a positive relationship between perceptions of tanning norms, indoor tanning intentions, and behavior (Cafri et al, 2006; Carcioppolo, Orrego Dunleavy, & Yang, 2017; Hillhouse, Turrisi, & Shields, 2007; Noar, Myrick, Morales-Pico, & Thomas, 2014). Some suggest that normative motivations may be among the most influential predictors of indoor tanning behavior, recommending that future research investigates the efficacy of normative appeals that take a harm reduction strategy to reduce indoor tanning (Hillhouse et al, 2007).…”

The relationship between social norms and sexual risk-reduction intentions and behavior among men who have sex with men: Findings from an eHealth intervention.

“…Norms significantly predicted sexual script self-regulatory intentions, both at baseline and 3-month follow-up (Carcioppolo et al, 2017). The more participants estimated that others engage in sexual risk-taking behaviors, the less they intended to engage in strategies that would reduce their risk for contracting HIV.…”

“…Group identity was conceptualized as perceived similarity to others and aspirations to be like the referent other (Rimal & Real, 2005). According to the TNSB, as individuals’ identification with the group increases and they perceive that others in their reference group engage in a behavior, they are more likely to engage in the behavior themselves (Carcioppolo, Orrego Dunleavy, & Qinghua Yang, 2017; Rimal, 2008).…”

Frequent Indoor Tanners’ Beliefs About Indoor Tanning and Cessation

“…17 Perceptions of others' opinions about indoor tanning may be especially important to young adult women. 18…”