The Intention Gap: A Behavioural Framework for Sunscreen Non-Adoption in Families

Despite widespread awareness of UV harm, daily sunscreen adoption in families remains low. This paper proposes the Intention Gap as the structural mechanism responsible: defined as the space between a person's awareness of UV harm and their daily act of applying sunscreen. The gap is not caused by ignorance. It is caused by two proposed behavioural variables : Sunscreen Resistance, the accumulated friction a person carries toward sunscreen application, and Consequence Salience, how vivid and personally real the future harm of UV exposure feels at the moment of decision. The Intention Gap is directly proportional to Sunscreen Resistance and inversely proportional to Consequence Salience. Closing the gap requires two targeted interventions in sequence: first, reducing resistance through a first best product impression; second, raising salience through targeted education delivered to the primary family health decision maker. The framework has implications for product design, brand communication, and public health intervention strategy.