An Initial Investigation of Tanning-Related Cues and the Effect on Demand and Craving for Ultra-Violet Indoor Tanning

Melanoma and other skin cancers have become the most commonly diagnosed cancers in the United States. Despite the well-established link between skin cancer and ultra-violet indoor tanning (UVIT), approximately 30 million Americans report engaging in UVIT each year, and the majority of these users are white females aged 16 to 29 years. Although some studies have suggested that exposure to UV radiation may produce reinforcing effects in frequent tanners paralleling the signs and symptoms of substance use disorders, no previous study has explored the impact of tanning-related cues on demand for tanning. The aim of the present study was to examine the effects of tanning-related cues on participants’ behavioral economic demand and craving for UVIT. Participants were 23 undergraduate students (22 females, 1 male) recruited from introductory courses in Applied Behavioral Science at the University of Kansas. Each participant underwent a cue-exposure procedure consisting of experiencing neutral- and tanning-related cues. Results suggest that, at the aggregate level and predominantly at the level of the individual, behavioral economic demand and self-reported craving were relatively greater in the condition with the tanning cues. Behavioral interpretations of demand and craving are suggested and implications for public policy level interventions (e.g., excise taxes and imposed constraints on tanning advertisements) are further discussed.