What Price Attractiveness? Stereotype and Risk Factors in Suntanning Behavior

Abstract

Two experiments examined stereotype and risk factors in suntanning. In the first, subjects formed more positive impressions of a target described as having a suntan than of a control target. Ratings were not as positive, however, if the tan was portrayed as having been intentionally sought. A negative facet to the tan stereotype, in terms of perceived vanity, was also observed. In the second, subjects observed a videotape documenting the risks associated with sun exposure either before or after responding to a questionnaire dealing with attitudes and beliefs about suntanning. The results were consistent with the interpretation that the tape influenced observers in the direction of perceiving a tan as less attractive and enhancing their concern about the dangers of tanning. Subjects displayed the “optimistic bias” effect (Weinstein, 1980) in their estimated likelihood of getting skin cancer. While those with higher reported tan levels were more likely to endorse the attractiveness stereotype associated with a suntan, there was minimal evidence that these individuals were apprehensive or concerned about the risk factors. Their responses to a number of items suggested a measure of resistance or denial. Women generally indicated greater awareness and concern about risks than did men. The results of both studies suggest the important role played by images perceived to be associated with suntanning. In the context of mounting evidence regarding the carcinogenic properties of sun exposure, implications for changes in tanning behavior were considered.

Predictors of sunbathing and sunscreen use in college undergraduates

“…The results of the regression analysis point to perceptions of sunbathing as relaxing as the best predictor of sunbathing behavior. That pursuit of a tan was a primary reason cited for sunbathing is congruent with previous work (AAD, 1988;Broadstock et al, 1992;Leary and Jones, 1993;Malouff et al, 1992;Mermelstein and Riesenberg, 1992;Miller et al, 1990). Consistent with this finding, the use of sunlamps was best predicted by positive attitudes toward suntans.…”

A Preliminary Investigation of the Predictors of Tanning Dependence

“…Most of the recent literature suggests that the effect on appearance is the primary motivation for sunbathing and tanning booth use. [3][4][5][6][7][8][9][10][11] It is no wonder then that educational interventions targeting skin safety and cancer knowledge have fallen short in terms of changing actual tanning behavior. [11][12][13][14][15][16] However, there may be some individuals who tan excessively for reasons other than appearance.…”

Social norms information enhances the efficacy of an appearance-based sun protection intervention

“…Yet research suggests that young adults in particular continue to receive large amounts of both intentional and incidental UV exposure without adequate protection (Hoegh, Davis, & Manthe, 1999;Robinson et al, 1997). Because most intentional UV exposure is directed at getting a tan to improve appearance (Hillhouse, Stair, & Adler, 1996;Hoegh et al, 1999;Jones & Leary, 1994;Miller, Ashton, McHoskey, & Gimbel, 1990;Robinson et al, 1997;Turrisi, Hillhouse, & Gebert, 1998), interventions that focus exclusively on the health risks of sun exposure may not be maximally effective. Several recent studies have demonstrated the promise of appearance-based interventions, which attempt to motivate sun protection behaviors by highlighting the link between sun exposure and appearance detractors such as wrinkles, age spots, and uneven pigmentation.…”