Abstract
The goal of this study is to test the antecedents of overall attitudes toward sunless tanning product use. The data collected from 302 US female college students with an average age of 20.11 were included in the analysis. A structural equation modeling was performed to test the hypothesized relationships. The results revealed that body surveillance and social ostracism influenced the individuals’ cutaneous body image dissatisfaction, which also influenced perceived attractiveness and fitness of tanned appearance. Perceived tanning attractiveness and perceived tanning physical fitness positively influences attitudes toward tanning product use. It is evident that seeing one’s own body through the lens of others is at the root of positive attitudes toward sunless tanning products. Positive attitudinal changes toward sunless tanning products can be successfully established emphasizing sunless tanning products as fashion consumption. The findings in this study have important relevance, in that tanning products can be marketed as cosmetic appearance-enhancement products for people to look attractive, toned, and fit.
Highlights
A tanned appearance can be achieved through three different methods: sunbathing, tanning beds, and sunless tanning product use
After removing 8 items with low factor loadings (4 items for body surveillance, 1 item for social ostracism, and 3 items for cutaneous body image dissatisfaction), one factor was identified for all six variables, indicating unidimensionality for each variable
It is evident that constant body surveillance, seeing one’s own body through the lens of others, positively influences an individual’s cutaneous body dissatisfaction; one’s body surveillance is likely at the root of perceived tan attractiveness, leading to positive attitudes toward sunless tanning product use
Summary
A tanned appearance can be achieved through three different methods: sunbathing, tanning beds, and sunless tanning product use. As a result of increased public awareness of skin cancer, the sunless tanning product market has grown considerably (Stryker et al 2007). The tanning product market has grown considerably (Stryker et al 2007); in part, tanning lotions provide the public with an alternative means of obtaining a tan (Girgis et al 2003). Little research has examined the underlying body image issues that may lead people to develop positive attitudes toward sunless tanning products. These products are promoted as a substitute for indoor and outdoor tanning, and as an
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