Banerjee, Smita, S Campo, and K Greene. “Fact or Wishful Thinking? Biased Expectations in ‘I Think I Look Better When I’m Tanned.'” American Journal of Health Behavior 32.3 (2008): 243-252.
This is a very interesting article which explores reasons behind the desire for a tan. This paper, published in 2008, claims that skin cancer is the fastest growing and most common type of cancer in the United States. It also reports that cases of melanoma have increased by 1000% over the last 50 years. Surveys taken by teenage girls show that about 40% of girls aged 17-18 regularly use tanning beds, and the researchers wanted to know what is behind people’s desire to be tan. They surveyed college-age men and women and found that both men and women perceive tanned individuals to be healthier, thinner, and more sexually appealing than non-tanned individuals. The researcher went on to suggest that some young women have a desire to be tan because they believe that men perceive tanned individuals to be more physically attractive, and the data supported this idea. In conclusion, the researcher suggests that anti-tanning campaigns need to be gender specific; women need to be educated regarding their own body image, and men need to be educated regarding their perceptions of desirable beauty. I was surprised at how clear-cut the numbers were in this experiment: preference for tan wasn’t slightly higher, it was hands-down highest across the board. The researchers also discussed how desire to be attractive outweighs desire to be healthy because many of the students surveyed admitted that they know tanning beds cause skin cancer, but they use them anyway. Maybe an anti-tanning campaign that is similar to anti-smoking campaigns which aim to shock consumers would help adjust people’s perceptions of physical beauty.