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. 2017 Feb;32(2):230-239.
doi: 10.1080/10410236.2015.1120697. Epub 2016 May 26.

How Do Perceived Descriptive Norms Influence Indoor Tanning Intentions? An Application of the Theory of Normative Social Behavior

Nick Carcioppolo  1 , Victoria Orrego Dunleavy  1 , Qinghua Yang  2
Affiliations

How Do Perceived Descriptive Norms Influence Indoor Tanning Intentions? An Application of the Theory of Normative Social Behavior

Nick Carcioppolo et al. Health Commun. 2017 Feb.

Abstract

Indoor tanning bed use is highly influenced by perceived norms about a tanned appearance. The theory of normative social behavior (TNSB) details the many ways in which norms can impact intentions and behavior, but has never been assessed in the context of indoor tanning. Considering this, we conducted a survey among female university students (N = 274) to determine the extent to which the TNSB predicted intentions to use indoor tanning beds. Overall, the path model predicted about 46% of the variance in intentions, and the majority of significant indirect effects were witnessed through the outcome expectation variables included in the TNSB, suggesting that these may be the most salient mechanisms-as predicted by the TNSB-through which norms can impact tanning intentions. In light of these results, theoretical and practical implications are discussed, and specific recommendations are given to extend the predictive utility of the TNSB in the context of indoor tanning.

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Figures

Figure 1
Figure 1
Structural Equation Model Depicting the Relationship between TNSB Constructs and Intentions to Use Indoor Tanning Beds. Note. Coefficients are standardized and only displayed for significant results. Insignificant paths are represented by a dashed line. Direct paths for similarity and aspiration were included in the structural model but are not shown here to simplify the illustration, both were non-significant. † p < .10, * p <.05; ** p <. 01; *** p < .001.
Figure 2
Figure 2
Probe of the moderating effect of aspiration on the relationship between descriptive norms and indoor tanning intentions. Moderating effect is probed at +1/-1 SD from the sample mean, controlling for all other study variables.
Figure 3
Figure 3
Probe of the moderating effect of aspiration on the relationship between descriptive norms and indoor tanning intentions. Moderating effect is probed at +1/-1 SD from the sample mean, controlling for all other study variables.
See this image and copyright information in PMC

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