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We investigated whether appearance motive for sun exposure, which strongly predicts exposure behaviour, would predict reactions to safe sun messages. In a survey with an embedded experiment, 245 individuals completed measures of motives, read a safe sun message framed by incentive (appearance/health), tone (directive/nondirective) and valence (gain/loss), then completed measures of reactions. For participants high in appearance motive, an appearance-nondirective message was most persuasive. Regardless of individual's appearance motive, appearance messages produced lower reactance if phrased using nondirective language. To maximise persuasion and minimise reactance in individuals most motivated to sun expose, safe sun messages should focus on appearance using nondirective language.

We investigated the phenomena of equipotentiality (one dispositional motive expressed through more than one behaviour) and equifinality (one behaviour serving more than one motive). In a cross-sectional survey, 244 young adults completed measures of sun-related behaviour and risky sexual behaviour, participatory motives for the behaviours and life goals (representing dispositional motives). Equipotentiality was demonstrated, in that power and diversity life goals each predicted more than one behaviour. Equifinality was demonstrated, in that sun exposure and risky sexual behaviour were each predicted by more than one life goal. Participatory motives mediated these relationships. Equipotentiality and equifinality need to be taken into account in health promotion.

The study assessed whether implicit motives, which operate largely outside of conscious awareness, can provide any incremental prediction of health-related behaviour over that provided by explicit motives. In a cross-sectional survey study, 251 young adults completed measures of sun exposure behaviour, sun protection behaviour and risk-related sexual behaviour, participatory motives for these behaviours, life goals (representing explicit dispositional motives), and the Single Category Implicit Association Test adapted to measure implicit motives. Analysis was by structural equation modelling. Power life goal (the goal of asserting oneself and seeking social status) predicted sun exposure behaviour and risk-related sexual behaviour. Altruism life goal (acting for the welfare of others) predicted sun protection behaviour and inversely predicted risk-related sexual behaviour. These effects of life goals were mediated by participatory motives. Implicit dispositional achievement motive (the largely unconscious need to succeed at challenging tasks) inversely predicted sun exposure behaviour, this effect being mediated by a reduction in appearance-related participatory motive for sun exposure. Implicit dispositional achievement motive also inversely predicted risk-related sexual behaviour, this effect being direct. It is concluded that implicit dispositional motives can provide some incremental prediction of health-related behaviour. Possibilities for further research, including the experimental manipulation of motive engagement, are discussed. [ABSTRACT FROM AUTHOR]