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Abstract
In recent years, the effects of unprotected sun exposure, the adoption of sun protective behavior, and the necessity of sunscreen has become a topic of discussion. While several studies have focused on varying races affected by skin cancer, people of color (POC) seem to be a missing demographic in these examinations. Hence, this study used the health belief model and regulatory focus theory to examine the effectiveness of advertising appeals on the intentions of POC to purchase and use sunscreen, as well as their attitudes towards sunscreen use. Specifically, this study compared the effects of fear and hope appeals, as well as the method of information presentation used in skinfluencer advertisements. A quantitative 2 (appeal type: fear vs. hope) x 2 (statistics info: statistics vs. no statistics) x 2 (skin condition: melanoma vs. hyperpigmentation) between subject experimental design was adopted. Two-way ANOVA, regression and moderation analysis were used in examining the derived online data. Results showed that fear and hope appeals have no significant effect on the behavioral intentions and attitudes of a POC towards sunscreen use. It also showed that the use of statistics is more impactful than subjective language on a POC’s attitude towards the use of sunscreen and no significant difference was observed in their effects on purchase and use intentions. Findings further revealed that the health belief model is a viable predictor of a black person’s intentions to purchase sunscreen, intentions to use sunscreen and attitudes towards sunscreen whether skin cancer or hyperpigmentation is highlighted as the possible danger of sun exposure. Also, it was discovered that a black person’s age and gender will moderate the relationship between the fear and hope appeals on perceived susceptibility used in skinfluencer advertisements when the skin ailment is hyperpigmentation.