This study investigated the extent to which values explain the attitudes towards tattoos and these, in turn, predict the intention of tattooing. Participants were 263 undergraduate students from João Pessoa (Brazil), with mean age of 20.7 years, mostly men (54.7%) and unmarried (91%). They answered the Attitudes toward Tattoo Scale, the Basic Values Survey and demographic questions (age, gender, and religiosity). Results indicated that the participants' attitudes toward tattooing were predominantly negatives, especially among students of natural and exact sciences. The adequacy of a triadic model was proved, where human values predicted attitudes toward tattooing and these, the intention of getting tattooed. Specifically, the value subfunction normative promoted negative attitudes toward tattooing, while the subfunction excitement favored more positive attitudes. In conclusion, attitudes toward tattooing have a value basis, accounting for people intention of getting tattooed. Future research is suggested to contribute on the explanation of attitudes toward tattooing.
values; attitudes; tattoo; body modification
