Comparing Normative, Anecdotal, and Statistical Risk Evidence to Discourage Tanning Bed Use

This study compared the efficacy of normative messages to other traditional persuasive messages using anecdotal or statistical risk evidence. Messages were compared regarding their impact on beliefs, attitudes, and normative perceptions regarding tanning bed use. Undergraduate students (N = 744) at a large Northeastern university were randomly assigned to 1 of 4 message conditions: normative, anecdotal, statistical risk, or no-message control. Results from this study indicate that, although evidence types do not directly influence behavioral intention, some do impact message perceptions, normative perceptions, severity, and health beliefs about the safety of tanning beds and their negative consequences. Normative evidence was superior to other evidence types in influencing normative perceptions of other college students’ and friends’ beliefs that tanning beds are safe, some messages ratings, and beliefs about health protection and consequences of tanning beds. Anecdotal messages were best at altering severity and amount of invested mental effort, but statistical messages overall performed the worst. Skin color effects and gender differences were also found.