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

Abstract

Perceived social norms are routinely observed as positive predictors of indoor tanning. Past research has suggested that messaging interventions target normative perceptions to reduce indoor tanning behavior. Despite this call, little empirical research has investigated the utility of taking a social norms approach in behavioral interventions. The present study addresses this gap by conducting a quasi-experiment ( N = 206) assessing the effect of an intervention message correcting normative misperceptions on indoor tanning intentions at different levels of tanning frequency. Results suggest that tailored normative intervention messages can successfully reduce tanning intentions among high-frequency tanners, those who scored at the 75th and 90th percentile of tanning frequency ( f2 for interaction = .015). These results provide preliminary empirical evidence to support previous theorizing on the efficacy of social norms interventions among high-frequency indoor tanners.

A randomized controlled trial of a web-based personalized feedback intervention targeting frequent indoor tanning bed users: Engagement, acceptability, and preliminary behavioral outcomes

“…Intervention users were asked to provide estimates of the percentage of young women who used any indoor tanning in the past year, tanned 10 or more times, and tanned 25 or more times and subsequent feedback showed how these estimates compared to the actual percent of young adult women who engaged in tanning bed use at these levels based on national survey data collected near the time of intervention development (Stapleton et al, 2017b). Providing data to demonstrate these normative discrepancies is consistent with MI principles and has been shown in experimental research to reduce tanning intentions among frequent users (Carcioppolo et al, 2019).…”

“…these levels based on national survey data collected near the time of intervention development (Stapleton et al, 2017b). Providing data to demonstrate these normative discrepancies is consistent with MI principles and has been shown in experimental research to reduce tanning intentions among frequent users (Carcioppolo et al, 2019).…”

“…The second goal was to bolster participants’ commitment to change by identifying perceived discrepancies with current tanning behavior and important external or internal standards (Neal and Carey, 2004). External standards were addressed with a personalized normative feedback approach designed to correct normative misperceptions about tanning that result from the tendency of frequent indoor tanners to overestimate the prevalence of tanning behaviors of peers (Carcioppolo et al, 2019). Intervention users were asked to provide estimates of the percentage of young women who used any indoor tanning in the past year, tanned 10 or more times, and tanned 25 or more times and subsequent feedback showed how these estimates compared to the actual percent of young adult women who engaged in tanning bed use at these levels based on national survey data collected near the time of intervention development (Stapleton et al, 2017b).…”

A Content Analysis of Indoor Tanning Twitter Chatter During COVID-19 Shutdowns: Cross-Sectional Qualitative Study

“…Criticism of a tan-appearing public figure may shift social norms about indoor tanning for the better or worse, depending on how people feel about that public figure. Perceived social norms strongly predict indoor tanning [ 26 ] and increased negative sentiment toward indoor tanning and a tan appearance may shift appearance-related social norms. Future research should explore how negative sentiment on social media about tanned celebrities influences indoor tanning behavior and attitudes.…”