Understanding the attitudes toward sunless tanning product use: implication of tanning product consumption
Source abstract
Abstract
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.
Source: crossref · Quality: baseline
Research context
OpenAlex topics: Consumer Behavior in Brand Consumption and Identification · Evolutionary Psychology and Human Behavior · Eating Disorders and Behaviors
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References (36)
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