“…The BAM acknowledges that avoidance of the sun is not a practical strategy for farmers and promotes behavior adaptation (i.e., wearing long sleeve shirts, hats, and sunscreen) to reduce cancer risk among farmers. The model identifies interpersonal expectancies (Chow, 1987;Rosenthal & Rubin 1978;Shenkel, Rogers, Perfetto, & Levin, 1985;Tinsley, 1992), social resources (Clark & Zimmerman, 1990;Driggers, Nussbaum, & Haddock, 1993), perceived procedural knowledge (Garcia, 1995;Maibach, Flora, & Nass, 1991), actual procedural knowledge (Bandura, 1997;Parrott, Steiner, & Goldenhar, 1996), and public commitment (Molteni & Garske, 1983;Stone, Aronson, Crain, Winslow, & Fried, 1994) as variables relevant to sun protection behavior. The model also identifies purchasing behaviors along with the frequency of using specific sun protective products as outcome variables of sun protection adaptation behaviors for farmers (Parrott et al, 1998), thereby providing possible criteria for understanding different subgroups and ideas for content in sun protection messages.…”