Intention to be tattooed among Chinese minority adolescents: Predictions from two models

Two models of intention to have a tattoo are compared using data from a survey of 1322 Chinese Dai adolescents aged 15–19 years in seven middle schools in Yunnan Province, China. Structural equation modeling compared a Theory of Reasoned Action (TRA) model with a Prototype Willingness Model (PWM). The TRA emphasizes reasoned action (deliberative, goal-oriented decision-making), while the PWM adds more impetuous (automatic and less effortful) decision processes to the TRA model. Results showed that both the TRA and PWM offered a good prediction of intention to have a tattoo, but the PWM offered more insight into the formation of intention. Multigroup comparisons revealed important inter-variable differences in the models between genders and people with and without tattoos. The intervention implications of the findings are discussed.