Abstract
Sunless tanning is an alternative to UV tanning with reduced skin safety concerns. We aim to identify retail strategies tanning salons use that influence consumer selection of UV vs. sunless tanning. This cross-sectional secret-shopper study included 155 tanning salons from 31 US cities selected by census data. A Google search identified the five highest consumer-rated salons per city. Three research assistants posing as prospective customers called salons between November 2020-February 2021, using a script to ask about services offered, pricing, and recommendations.
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