Prichard, I.Kneebone, A.Hutchinson, A.Wilson, C.2015-06-022015-06-022014Australian Journal of Psychology, 2014; 66(3):168-1740004-95301742-9536http://hdl.handle.net/2440/91714Article first published online: 16 DEC 2013Understanding the factors that contribute to sun exposure is vital for skin cancer prevention. The present study aimed to examine the utility of a new measure for cancer prevention research, the Skin Tone Rating Scale. Australian undergraduate women (N = 156) completed an online questionnaire measuring skin tone dissatisfaction, peer and media norms surrounding tanning, internalisation of a tanned ideal, appearance reasons for tanning, and self-reported tanning behaviour. The two-item Skin Tone Rating Scale provided a short and easy-to-administer measure of skin tone dissatisfaction that correlated with self-reported tanning behaviour. The Skin Tone Rating Scale was also moderately related to appearance reasons for tanning and internalisation of a tanned ideal, demonstrating concurrent validity. Socio-cultural influences (from peers and media) were positively correlated with skin tone dissatisfaction, and this relationship was partially mediated by internalisation of a tanned ideal. Although more research is needed to establish causation, this study provides an important addition to sun tanning literature; it provides a new measure to predict self-reported tanning behaviour, the Skin Tone Rating Scale, which highlights the importance of appearance concerns in relation to tanning and sun exposure.en© 2013 The Australian Psychological Societyappearance; skin cancer; skin tone dissatisfaction; sun exposure; tanningJournal article003002581210.1111/ajpy.120390003395677000032-s2.0-84904742256116031Prichard, I. [0000-0001-8892-9129]Hutchinson, A. [0000-0003-3983-8321]Wilson, C. [0000-0002-1883-4690]