Identifying prototypes associated with sun-related behaviours in North Queensland

In environments where the ambient level of ultraviolet radiation is high to extreme all year, the factors that contribute towards incidental sun exposure warrant investigation. Interviews were conducted (n = 28) to explore North Queenslanders' perceptions surrounding the typical person who engages in each of the following sun-related behaviours: deliberate tanning, artificial tanning, sun protection, and incidental exposure. The data were analysed using principles of thematic content analysis with themes derived from the prototype willingness model. While tanned skin was viewed positively, both the deliberate tanner and artificial tanner prototypes were described negatively. Descriptions of the prototypical sun protector were positive, while descriptions of the incidental exposer were neutral. Participants described all four prototypes using personality descriptors, while physical characteristics were reported for all but the incidental exposer. The current research suggests that distinct prototypes exist across a range of sun-related behaviours and that the prototype willingness model may provide a useful framework for further exploration of incidental sun exposure. In order to reduce the prevalence of skin cancer in North Queensland, incidental sun exposure should be targeted. Future research should explore whether the nature of reported prototype characteristics can lead to the prediction of sun-related behaviours