Fear and Not Statistical Data Motivates People to Use Sunscreen

Researchers at the University of Buffalo found that fear and worry of skin cancer motivates people to use sunscreen.

In the United States, skin cancer is one of the most common forms of cancers diagnosed. A new finding says that it is not the statistical likelihood of developing skin cancer that prompts people to use sunscreen, but fear and worry about the disease.

"Most health behavior studies don't account for the more visceral, emotional reactions that lead people to do risky behaviors, like eat junk food or ignore the protective benefits of sunscreen," says Marc Kiviniemi, lead researcher. "This study is important because most of what we do in public health communications focuses on spreading knowledge and information. By not addressing emotions, we're potentially missing a rich influence on behavior when interventions don't address feelings."

In this study the researchers evaluated data from a study conducted by the National Cancer Institute. They selected random 1,500 participants who had no history of skin cancer and were also enquired on their use of sunscreens. It was noticed that men and non-white participants were less likely to use sunscreens.

"Our research looked at the interplay of emotions and facts in decision making- that is, how do cognitive and affective risks jointly work to influence behavior?" says Kiviniemi. "The nature of their interrelation as an influence on behavior has not been examined until this study."

Affective risk i.e. fear and worry about skin cancer and cognitive risk i.e. the informational component, both are known influences on people's health behavior. This finding highlights that clinicians must play an active role in encouraging people to use sunscreen and also provide educational information about the risks associated.

The team next plans to examine the same association between risk perception and behavior in other types of health behavior like colonoscopy screening and use of condoms.

The finding was documented in the Journal of Behavioral Medicine.