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

Dannielle E. Kelley, Seth M. Noar, Jessica Myrick, Brenda Morales-Pico, Alexandra Zeitany, Nancy E. Thomas

Research output: Contribution to journalArticle

8 Citations (Scopus)

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 two universities in the Southeastern United States participated in this study. A total of 1,481 young women took the survey; 421 (28%) had tanned indoors in the previous 12 months and were the focus of the analyses reported in this article. Results suggested two distinct tanner types: regular (n = 60) and irregular (n = 353) tanners. Regular tanners tanned more frequently (M = 36.2 vs. 8.6 times per year) and reported significantly higher positive outcome expectations (p <.001) and lower negative outcome expectations (p <.01) than irregular tanners, among other significant differences. Hierarchical logistic regression analysis revealed several significant (p <.001) predictors of regular tanning type, with tanning dependence emerging as the strongest predictor of this classification (OR = 2.25). Implications for developing anti-tanning messages directed at regular and irregular tanners are discussed.

Original languageEnglish (US)
Pages (from-to)564-574
Number of pages11
JournalJournal of Health Communication
Volume21
Issue number5
DOIs
StatePublished - May 3 2016

Fingerprint

Tanning
campaign
regression analysis
cancer
logistics
university
Southeastern United States
Skin Neoplasms
Regression analysis
Logistics
Skin
Logistic Models
Regression Analysis
segmentation

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences

Cite this

Kelley, Dannielle E. ; Noar, Seth M. ; Myrick, Jessica ; Morales-Pico, Brenda ; Zeitany, Alexandra ; Thomas, Nancy E. / An Empirical Analysis of Indoor Tanners : Implications for Audience Segmentation in Campaigns. In: Journal of Health Communication. 2016 ; Vol. 21, No. 5. pp. 564-574.
@article{d02c1424368344718155ca78023ef24c,
title = "An Empirical Analysis of Indoor Tanners: Implications for Audience Segmentation in Campaigns",
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 two universities in the Southeastern United States participated in this study. A total of 1,481 young women took the survey; 421 (28{\%}) had tanned indoors in the previous 12 months and were the focus of the analyses reported in this article. Results suggested two distinct tanner types: regular (n = 60) and irregular (n = 353) tanners. Regular tanners tanned more frequently (M = 36.2 vs. 8.6 times per year) and reported significantly higher positive outcome expectations (p <.001) and lower negative outcome expectations (p <.01) than irregular tanners, among other significant differences. Hierarchical logistic regression analysis revealed several significant (p <.001) predictors of regular tanning type, with tanning dependence emerging as the strongest predictor of this classification (OR = 2.25). Implications for developing anti-tanning messages directed at regular and irregular tanners are discussed.",
author = "Kelley, {Dannielle E.} and Noar, {Seth M.} and Jessica Myrick and Brenda Morales-Pico and Alexandra Zeitany and Thomas, {Nancy E.}",
year = "2016",
month = "5",
day = "3",
doi = "10.1080/10810730.2015.1114051",
language = "English (US)",
volume = "21",
pages = "564--574",
journal = "Journal of Health Communication",
issn = "1081-0730",
publisher = "Taylor and Francis Ltd.",
number = "5",

}

An Empirical Analysis of Indoor Tanners : Implications for Audience Segmentation in Campaigns. / Kelley, Dannielle E.; Noar, Seth M.; Myrick, Jessica; Morales-Pico, Brenda; Zeitany, Alexandra; Thomas, Nancy E.

In: Journal of Health Communication, Vol. 21, No. 5, 03.05.2016, p. 564-574.

Research output: Contribution to journalArticle

TY - JOUR

T1 - An Empirical Analysis of Indoor Tanners

T2 - Implications for Audience Segmentation in Campaigns

AU - Kelley, Dannielle E.

AU - Noar, Seth M.

AU - Myrick, Jessica

AU - Morales-Pico, Brenda

AU - Zeitany, Alexandra

AU - Thomas, Nancy E.

PY - 2016/5/3

Y1 - 2016/5/3

N2 - 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 two universities in the Southeastern United States participated in this study. A total of 1,481 young women took the survey; 421 (28%) had tanned indoors in the previous 12 months and were the focus of the analyses reported in this article. Results suggested two distinct tanner types: regular (n = 60) and irregular (n = 353) tanners. Regular tanners tanned more frequently (M = 36.2 vs. 8.6 times per year) and reported significantly higher positive outcome expectations (p <.001) and lower negative outcome expectations (p <.01) than irregular tanners, among other significant differences. Hierarchical logistic regression analysis revealed several significant (p <.001) predictors of regular tanning type, with tanning dependence emerging as the strongest predictor of this classification (OR = 2.25). Implications for developing anti-tanning messages directed at regular and irregular tanners are discussed.

AB - 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 two universities in the Southeastern United States participated in this study. A total of 1,481 young women took the survey; 421 (28%) had tanned indoors in the previous 12 months and were the focus of the analyses reported in this article. Results suggested two distinct tanner types: regular (n = 60) and irregular (n = 353) tanners. Regular tanners tanned more frequently (M = 36.2 vs. 8.6 times per year) and reported significantly higher positive outcome expectations (p <.001) and lower negative outcome expectations (p <.01) than irregular tanners, among other significant differences. Hierarchical logistic regression analysis revealed several significant (p <.001) predictors of regular tanning type, with tanning dependence emerging as the strongest predictor of this classification (OR = 2.25). Implications for developing anti-tanning messages directed at regular and irregular tanners are discussed.

UR - http://www.scopus.com/inward/record.url?scp=84978388412&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84978388412&partnerID=8YFLogxK

U2 - 10.1080/10810730.2015.1114051

DO - 10.1080/10810730.2015.1114051

M3 - Article

C2 - 27115046

AN - SCOPUS:84978388412

VL - 21

SP - 564

EP - 574

JO - Journal of Health Communication

JF - Journal of Health Communication

SN - 1081-0730

IS - 5

ER -