An Empirical Analysis of Indoor Tanners: Implications for Audience Segmentation in Campaigns

• In Event: Patient Perspectives: Celebrities, Tanning, Vaccines

Abstract

Tanning bed use before age 35 has been strongly associated with several types of skin cancer. The current study sought to advance an understanding of audience segmentation for indoor tanning among young women. Panhellenic sorority systems at 2 universities in the Southeastern United States participated in this study. A total of N=1,481 young women took the survey; N=421 (28%) tanned indoors in the past 12 months and are the focus of the present analysis. Results indicated 2 tanner types – regular (N=60) and occasional tanners (N=353). Regular tanners tanned more frequently (M=36.2 vs. 8.6 times per year) and reported significantly higher positive outcome expectations (p<0.001), and lower negative outcome expectations (p<0.01). Hierarchical logistic regression analysis predicting tanner type revealed several significant (p<0.001) differences between these groups, with tanning dependence emerging as the strongest predictor of regular tanner classification (OR=2.25). Implications for developing anti-tanning messages and health communication campaigns are discussed.

Authors

• Dannielle Kelley, U of North Carolina - Chapel Hill

• Seth M. Noar, U of North Carolina - Chapel Hill

• Jessica Gall Myrick, Indiana U

• Alexandra Zeitany, U of North Carolina - Chapel Hill

• Brenda Morales-Pico, U of North Carolina - Chapel Hill

• Nancy E. Thomas, U of North Carolina - Chapel Hill