Sunscreen users more influenced by fear of skin cancer, than actual data

July 2, 2014 2:23 PM

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A new study has found that fear and worry about skin cancer has a bigger influence on people's use of sunscreen than information about the statistical likelihood of developing the disease.

Marc Kiviniemi, lead researcher and assistant professor of community health and health behavior said that the study is important because most of the people in public health communications focus on spreading knowledge and information. By not addressing emotions, they are potentially missing a rich in...

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