A principal components analysis identified the immediate convenience of indoor tanning (i.e., relaxation, perceived attractiveness of tans) as a major factor that motivates people to visit commercial tanning salons frequently and continually. Long-term considerations, such as price, socializing, and perceived health, also emerged as a motivating factor that was related to tanning frequency. Furthermore, almost half of the participants mentioned that regulations restricting indoor tanning would not make them more cautious in their tanning behavior. Findings confirm several other studies indicating that knowledge of the danger of UV exposure may have little influence on actual tanning behavior. Suggestions for alternative approaches that focus on the perceived attractiveness of tanned skin rather than the susceptibility of frequent tanners to skin cancer are discussed.