Skin cancer is the most commonly occurring cancer in the U.S. (CDC, 2010), with more than 3.5 million Americans diagnosed each year (Rogers et al., 2010). UV radiation exposure can come from outdoor sun-tanning and the use of indoor tanning beds (Report on Carcinogens, 2010). One cause of the recent increase in skin cancer incidence is the growing use of indoor tanning facilities (Robinson, Kim, Rosenbaum, & Ortiz, 2008), particularly among younger (15 – 29) females (Herzog, Pappo, Bondy, Bleyer, & Kirkwood, 2006). In addition, sun-tanning remains popular with youth, and eight out 10 Canadian teens report exposing themselves (Canadian Cancer Society, 2012). Problematically, these younger individuals are also less likely to appreciate the connection between tanning behavior and skin cancer, which often occurs years, if not decades, after continuous exposure. Young tanners are more focused on the immediate, appearance-related benefits of tanning behavior than the long-term health consequences. Youth exposing themselves to indoor tanning largely misperceive their risk of skin cancer. To illustrate, nearly 70% of youth using tanning beds were unaware that this exposure placed them at an elevated risk of skin cancer (Heckman et al., 2008). In short, the motivation to increase general attractiveness is more salient than protection motivation.
- 2 views