Social and Psychological Aspects

To Die For: Fashion, Friends, and Risks and Benefits of Tanning

  • Sharron J. Lennon (Indiana Univeristy)
  • Minjeong Kim (Indiana University)


Attribution theory guided this research into beliefs about risks and benefits of tanning. The purpose was to determine antecedents (fashion interest, influence of friends, risk and benefit beliefs, negative and positive emotions) of tanning frequency. Undergraduate tanners completed an online survey at a large U.S. university. Results showed that both fashion interest and friends' influence were positively related to perceived benefits. Perceived benefits were positively related to positive emotion and tanning frequency. Perceived risks were positively related to negative emotion but negatively related to tanning frequency. Positive emotion had a direct influence on tanning frequency, but negative emotion did not. Fashion interest, friends' influence, and perceived benefits were indirectly related to tanning frequency. Hence, participants' decision to tan despite known risks appears driven by interest in fashion and friends' influence. Participants did perceive risks to tanning, leading to negative emotion, but negative emotion did not dissuade participants from tanning.

Keywords: emotion, fashion interest, benefits, risks, tanning, affect

How to Cite:

Lennon, S. J. & Kim, M., (2024) “To Die For: Fashion, Friends, and Risks and Benefits of Tanning”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
22 Jan 2024
Peer Reviewed