PERSUASIVE APPEALS AND THE REDUCTION OF SKIN-CANCER RISK - THE ROLES OF APPEARANCE CONCERN, PERCEIVED BENEFITS OF A TAN, AND EFFICACY INFORMATION

This experiment compared the effectiveness of appearance-based message s focusing on the benefits of tanning and the efficacy of preventive m easures on students' intentions to protect themselves against sun-indu ced skin damage. Subjects who were high or low on a dispositional meas ure of appearance concern responded to 1 of 4 essays providing either high or low benefits information, and high or low efficacy information . Overall, subjects low in appearance concern expressed greater intent ions to take precautionary measures than did those high in appearance concern. Additionally, the low benefits of tanning message produced gr eater intentions to take precautions than did the high benefits messag e. The benefits results suggest 1 mechanism through which sun protecti on behaviors may be encouraged.