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The Bronze Debate: Looking Gold Verses Getting Old

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  • Eagle, Lynne
  • Kemp, Gillian

Abstract

Although knowledge of links between sun exposure and skin cancer risks is increasing, young adults continue to intentionally expose themselves to high levels of UV exposure without adopting recommended sun protection behaviours (Mahler et al., 2008). A pilot study of UK university students' focusing on their attitudes towards sun protection behaviour, found that significant challenges must be overcome in the UK and across Europe in order to achieve a change in social norms, particularly relating to the social desirability of a tan, that could potentially change sun protection behaviour and contribute towards reducing. Implications for further research and public policy considerations conclude the paper.

Suggested Citation

  • Eagle, Lynne & Kemp, Gillian, 2010. "The Bronze Debate: Looking Gold Verses Getting Old," Apas Papers 189, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:189
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/213
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    Keywords

    behavioural Change; Social Marketing;

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