We examined the sun-protective intentions and behavior of young Caucasian Australian sportswomen aged between 17 and 35 years (N = 100). The study adopted a 2 x 2 experimental design, comparing group norms (supportive vs. non-supportive) and image norms (tanned vs. pale) related to sun-protection, and taking into account group identification with friends and peers in the sport. While no significant findings emerged involving image norms, regression alyses revealed a significant 2-way interaction for group norm x identification on recreatiol sportswomen's intentions to engage in sun-protection in the next fortnight. Participants identifying strongly with their group had stronger intentions to engage in sun-protection when exposed to a norm reflecting fellow recreatiol sportswomen engaging in sun-protective actions in comparison to those exposed to a non-supportive group. In addition, while prior intentions to engage in sun protection were not significantly related to sun-protection behavior, post-manipulation intentions after exposure to the sun-protective information that was provided were significantly related to follow-up behavior. Overall, the findings supported the importance of group-based social influences, rather than tanned media images, on sun-protective decisions among young recreatiol sportswomen and provided a targeted source for intervention strategies encouraging sun safety among this at-risk group for repeated sun exposure.
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