Skin Tone Dissatisfaction and the Relationship between Socio-cultural Norms and Sun Exposure

Background: Skin cancer prevalence is epidemic in Australia. Consequently, there is a need to understand the factors which lead to risky sun exposure behaviour in order to reduce these behaviours and subsequent skin cancer risk. The tripartite model (Thompson et al., 1999), when applied to sun-related behaviours, proposes that internal-ised appearance ideals mediate the relationship between perceived social norms about the attractiveness of tanned skin and sun exposure behaviour. Approach: This study examined the extent to which socio-cultural norms lead to idealisations of darker skin and/or a lean, muscular (mesomorphic) physique, which, in turn predict sun exposure. Adult males (N = 144) and females (N = 195) completed an online questionnaire measuring socio-cultural norms endorsing a tanned appearance , skin tone dissatisfaction, internalisation of mesomorphic and tanned ideals, and sun exposure. Findings: When analysing the tripartite model, the internalisation of tanned and mesomorphic ideals were significant mediators of the relationship between norms and sun exposure in males and females. A greater internalisation of a tanned ideal was associated with more frequent sun exposure in both sexes whereas, in males, a greater inter-nalisation of a mesomorphic ideal was also associated with more frequent sun exposure. When analysing skin tone dissatisfaction, 80% of participants desired a skin tone different to their own, with socio-cultural norms emerging as the strongest predictor of skin tone dissatisfaction. Caucasian participants had significantly greater dissatisfaction than Asian participants, with Caucasian participants desiring a darker ideal skin tone compared to a lighter ideal skin tone for Asian participants. Discussion: This study advances current theory by supporting the effectiveness of the tripartite model to predict sun exposure behaviours. The identification that males internalised a tanned ideal further suggests this model is applicable to male sun exposure. The results extended current literature by identifying an association between internalised mesomorphic and tanned ideals in males which is likely the result of a tanned appearance being com-plimentary to a mesomorphic ideal by increasing the appearance of lean muscularity. Furthermore, skin tone dissatisfaction was discovered to be evident in both sexes which allows theory to target males and females collectively. The results also show the importance of cultural factors with Caucasian and Asian participants reporting opposing skin tone ideals. Rationale: Health information technology (HIT) has the potential to provide huge advantages for healthcare delivery and patient outcomes, but if poorly designed, implemented or managed, it can pose substantial risks to patient safety. HIT …