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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Understanding The Behaviour Of The Target Market: What Do Adolescents Think About When Asked Questions About Their Behaviour In The Sun?, Melinda Williams, Sandra C. Jones, Peter Caputi, Donald C. Iverson
Understanding The Behaviour Of The Target Market: What Do Adolescents Think About When Asked Questions About Their Behaviour In The Sun?, Melinda Williams, Sandra C. Jones, Peter Caputi, Donald C. Iverson
Faculty of Social Sciences - Papers (Archive)
We undertook a project to develop a psychometrically sound instrument measuring adolescent sun-related behavior for use in the evaluation of a social marketing program. During the preliminary stages, we conducted a pilot study to test the face validity of the instrument with adolescents. Think-aloud sessions were completed with 24 adolescents. Results identified gaps in our understanding of adolescent sun-related behavior. Adolescents interpreted 'tanning' as specifically lying at the beach in the sun, however also reported behaviours to 'get a bit of sun', suggesting adolescents and researchers have different interpretations of key terms. The study highlights that use of the think-aloud …