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

Abstract

This experiment examined whether the efficacy of an appearance-based sun protection intervention could be enhanced by the addition of social norms information. Southern California college students (N=125, predominantly female) were randomly assigned to either an appearance-based sun protection intervention-that consisted of a photograph depicting underlying sun damage to their skin (UV photo) and information about photoaging or to a control condition. Those assigned to the intervention were further randomized to receive information about what one should do to prevent photoaging (injunctive norms information), information about the number of their peers who currently use regular sun protection (descriptive norms information), both injunctive and descriptive norms information, or neither type of norms information. The results demonstrated that those who received the UV Photo/photoaging information intervention expressed greater sun protection intentions and subsequently reported greater sun protection behaviors than did controls. Further, the addition of both injunctive and descriptive norms information increased self-reported sun protection behaviors during the subsequent month. KeywordsUSA; skin cancer; sun protection; normative information; photoaging; UV photos Globally, the incidence of all types of skin cancers has increased over the past several decades. Between 2-3 million non-melanoma and approximately 132,000 melanoma skin cancers are diagnosed each year (World Health Organization,

The international development of the ‘Social Norms’ approach to drug education and prevention

“…Although many early social norms projects were conducted with university students, the approach has also been successfully applied to both younger and older target groups. Similarly, following on from the successful use of the approach in the alcohol and drug field, the social norms approach has now also been applied to a diverse array of behaviours including sunscreen use (Mahler et al 2008), rumor spreading in high school (Cross and Peisner 2009) and towel re-use in hotels (Goldstein et al 2008). …”

UV photography, masculinity, and college men’s sun protection cognitions

“…For example, adults who received multicomponent interventions containing UV photography reported more sun protection behaviors than control groups (Pagoto et al, 2003;Weinstock et al, 2002). Interventions focusing more specifically on UV photography and photoaging have also shown positive effects on behavior Mahler et al, 2003Mahler et al, , 2005Mahler et al, , 2008Mahler et al, , 2010Stock et al, 2009). In addition, UV photography interventions are associated with higher sun protection cognitions, including: greater perceived risk of photoaging and skin cancer, less favorable attitudes toward sun risk behavior, lower willingness to engage in UVexposure behaviors, and greater intentions to protect one's skin (e.g., Gibbons et al, 2005;Mahler et al, 2007Mahler et al, , 2008Mahler et al, , 2010Stock et al, 2009).…”

“…Interventions focusing more specifically on UV photography and photoaging have also shown positive effects on behavior Mahler et al, 2003Mahler et al, , 2005Mahler et al, , 2008Mahler et al, , 2010Stock et al, 2009). In addition, UV photography interventions are associated with higher sun protection cognitions, including: greater perceived risk of photoaging and skin cancer, less favorable attitudes toward sun risk behavior, lower willingness to engage in UVexposure behaviors, and greater intentions to protect one's skin (e.g., Gibbons et al, 2005;Mahler et al, 2007Mahler et al, , 2008Mahler et al, , 2010Stock et al, 2009). All of these cognitions have mediated the effects of UV photography on sun protection behavior Mahler et al, 2008Mahler et al, , 2010Stock et al, 2009).…”

“…The prototype/willingness model In prior research, the positive effect of appearance-focused interventions on sun protection behavior has been mediated by sun protection cognitions including: perceived vulnerability to skin cancer and photoaging (Stock et al, 2009), intentions to protect one's skin (Mahler et al, 2007(Mahler et al, , 2008, and willingness to engage in sun-risk behavior . Therefore, studying the impact of interventions on these cognitions has implications for actual sun protection behavior.…”

“…Sun protection cognitions assessed in the present study were drawn from those which have been studied as outcomes of UV photography interventions in other samples and which are informed by the Prototype/Willingness model: attitudes Mahler et al, 2010, Stock et al, 2009, perceived vulnerability Mahler et al, 2010;Stock et al, 2009), willingness Mahler et al, 2010), and intention (Mahler et al, 2007(Mahler et al, , 2008(Mahler et al, , 2010. The present study assessed attitudes toward sun protection behaviors and perceived vulnerability to skin cancer and photoaging, as well as willingness to engage in sun protection behavior and intention to receive a skin cancer exam.…”