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Developing and Testing Message Strategies to Reduce Indoor Tanning.

Amy B Jordan1, Amy Bleakley2, Julia M Alber3

  • 1Amy B. Jordan, Professor, School of Communication and Information, Rutgers, the State University of New Jersey, New Brunswick, NJ;,

American Journal of Health Behavior
|April 17, 2020
PubMed
Summary
This summary is machine-generated.

Highlighting skin cancer risks is most effective in encouraging young women to quit indoor tanning. This public health communication strategy can improve health behaviors and reduce skin cancer incidence.

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Area of Science:

  • Dermatology
  • Public Health
  • Health Communication

Background:

  • Indoor tanning is prevalent among young white women (18-25 years old).
  • Indoor tanning significantly increases the risk of developing skin cancer.
  • Effective communication strategies are needed to encourage cessation of indoor tanning.

Purpose of the Study:

  • To develop and test persuasive messages aimed at reducing indoor tanning behavior.
  • To identify beliefs that motivate indoor tanners to quit.
  • To evaluate the effectiveness of different message themes.

Main Methods:

  • An online experiment was conducted with 480 participants who engage in indoor tanning.
  • Messages were developed based on formative research and intervention reviews.
  • Persuasive themes included skin cancer risk, appearance risk, and well-being enhancement.

Main Results:

  • Messages emphasizing skin cancer risk were more effective in increasing the intention to quit than those focusing on appearance or well-being.
  • Perceived argument strength and beliefs about indoor tanning's effects mediated message effectiveness.
  • Skin cancer risk messaging demonstrated superior outcomes in promoting cessation intentions.

Conclusions:

  • Theory- and evidence-based public health communication can modify health behaviors.
  • Focusing on skin cancer risks appears to be the most effective strategy for reducing indoor tanning among young white women.
  • Public health campaigns should prioritize skin cancer risks to deter indoor tanning.