Morris, K., Swinbourne, A.L., and Harrison, S.L. (2014) Incidental sun exposure: using the prototype willingness (PW) model to explain the unexplored. International Journal of Behavioral Medicine, 21 (S1). P538. S161-S161.

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Abstract

Introduction: Compared to deliberate tanning and sun protection, the psychosocial factors surrounding incidental sun exposure are relatively unexplored. Unlike other sun-related behaviours, incidental sun exposure is not reasoned or planned thus novel theoretical frameworks are required for its exploration. The current study aimed to determine whether the Prototype Willingness (PW) model provides a useful framework for the investigation of incidental sun exposure.

Method: An experimental 1- factor design with three levels aimed to manipulate the favourability of the incidental exposer prototype. Community participants (n = 96) were exposed to either a positively or negatively framed fabricated newspaper article about the prototypical person who incidentally exposes themself to the sun. Those in the control condition read an article about an unrelated health behaviour. Participants also responded to items assessing PW model variables and sun-related behaviour. Skin reflectance spectrophotometry was used to measure skin colour at point of recruitment and again at approximately 1-month follow up.

Results: Preliminary findings after wave 1 recruitment suggest that the manipulation was effective. Within group differences were detected for prototype favourability ratings.

Conclusions: Current findings suggest that the PW model, particularly the social reactive pathway provides a useful framework for the exploration of incidental sun exposure behaviour.

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