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Abstract One hundred and fifty subjects answered a questionnaire on the publicised skin cancer precautions conveyed in the slogan “Slip Slop Slap” (referring to the use of shirts, sunscreens and hats.) Questionnaire items were based on the following psychological theories thought to be useful in explaining health behaviour — Theory of Reasoned Action, Health Belief Model and Subjective Probability Model. The study was designed to find which specific beliefs related most strongly to intentions to engage in the skin cancer precautions. Important sex differences, as well as similarities were discovered in the beliefs functionally related to the precautionary intentions, suggesting guidelines for a segmented health education strategy. Certain beliefs that appear to be ready targets for factual health education approaches were identified and others, evidently requiring more indirect and subtle approaches are discussed.
Hill et al. (1984) studied this question.