Telling sunbathers what they don't want to hear: Tanning is bad
E-Mail COLUMBUS, Ohio - Most young women already know that tanning is dangerous and sunbathe anyway, so a campaign informing them of the risk should take into account their potential resistance to the message, according to a new study. Word choice and targeting a specific audience are part of messaging strategy, but there is also psychology at play, researchers say - especially when the message is telling people something they don't really want to hear. "A lot of thought goes into the content, but possibly less thought goes into the style," said Hillary Shulman, senior author of the study a...