*4.1. Strengths and Limitations*

To our knowledge, this was the first study to apply MTM to explain sunscreen usage behavior. We collected data on a multitude of correlates and adjusted for those in our analysis to generate robust estimates. Despite these strengths, this study is not without limitations. First, the use of a cross-sectional design has the limitation of collecting information on independent variables and dependent variables at the same time, thereby

precluding causal inferences. Future studies could test the validity of MTM in experimental designs, whereby actual manipulation of the variables is done in a longitudinal manner. Furthermore, self-reports are liable to several shortcomings, such as dishonesty, exaggerated responses, and so on. However, when measuring attitudes, one cannot choose another approach and these are indeed the only means. Finally, the study was done in Florida, thereby limiting the generalizability to other parts of the country.
