Suntanned in paradise? Researcher explores why some people risk skin cancer

"What we've learned is that for some individuals, a significant motivation can be that tanning is a pleasurable and social activity," said Jay Yoo, Ph.D., assistant professor of family and consumer sciences in Baylor's Robbins College of Health and Human Sciences.

Yoo presented the research on tanning behaviors and attitudes at the annual Family and Consumer Sciences Conference of Texas. His presentation was based on continued analysis of his 2014 study of 333 college students who were surveyed online about their body-tanning attitudes and behaviors.

Skin cancer is the most common cancer, accounting for nearly half of United States cancers, according to the American Cancer Society.

Tanned skin generally is portrayed in advertisements as a cultural ideal, Yoo said, and promoting intervention to reducing sun exposure and encourage safe sun practices has proven very difficult.

"Study after study has shown that the primary motivation for tanning is enhancing one's appearance," Yoo said. "Skin color is an important component of one's body image. "Now for those who tan solely for appearance, using tanning products is a good alternative to promote. But for those who do it for pleasure, a product is not going to work. For them, tanning is a lifestyle. If I appear tan, it causes people to think, 'Hey, you have money and time for relaxing and enjoying yourself.'"

Research shows that young adults are very aware of the risks involved in sun-tanning, Yoo said. But although skin cancer one of the most preventable cancers, many still choose to tan UV-induced tanning, he said.

"We need to find a way of developing intervention strategies, and much depends on whether we idealize tan skin -- or whether we stigmatize it," he said.

"Many people want a 'natural' look and think tanning is the way to go about it -- even if they know the risks. If they think, 'People like this (glamorous and wealthy) are doing it -- or if they think outdoor tanning and tanning beds are pleasurable or sociable -- they'll got out and tan that way instead of applying a product. "They'll say, 'I'll worry about skin cancer tomorrow.'"