01338nas a2200181   4500008004100000245014800041210006900189260002200258300001200280490000700292520073900299653001401038653001701052100001601069700001501085700002001100856003601120       2018                        eng d00aI Know, But I'd Rather Be Beautiful:  The Impact of Self-esteem, Narcissism, Weight, and Knowledge on Addictive Tanning Behavior in Millennials0 aI Know But Id Rather Be Beautiful The Impact of Selfesteem Narci  aMedford, MAc2018  a209-2260 v523 aThis research examines consumers’ current level of sun protection knowledge and prevention, tanning motivation, and behavior. This baseline information provides a clearer understanding of actual consumer behavior and can be used to determine what knowledge deficits exist so that future research, educational materials, and communication efforts can be tailored to address those more directly. Additionally,the relationships between knowledge, self-esteem, and narcissism are explored. Results show that knowledge has no impact on addictive tanning behavior, self-esteem is negatively correlated, and narcissism is fully mediated by appearance motivation. Implications, potential regulatory, and communication efforts are discussed.10aMarketing10aOSU-Cascades1 aWatson, Amy1 aZank, Gail1 aTurri, Anna, M.  uhttps://onlinelibrary.wiley.com