This study investigated cognitive predictors of tanning salon use, based on Jaccard's Theory of Alternative Behavior. A total of 164 undergraduates completed questionnaires that assessed tanning salon use, attitudes toward tanning salon use and attitudes toward behavioral alternatives for enhancing appearance, relaxing and socializing. Results indicated that attitudes toward alternatives for enhancing appearance were not significantly related to tanning salon use. However, favorable attitudes toward engaging in a hobby to relax and going to the gym to socialize were inversely related to frequency of tanning salon use. Findings suggest that interventions for reducing skin cancer risk should focus not only on decreasing favorable attitudes toward tanning, but also on increasing favorable attitudes toward healthier alternatives to tanning salon use.