Keeping Up with the Kardashians: Consumers' Intention to Engage in Cosmetic Surgery. (4th March 2017)

• Record Type: Journal Article
• Authors: Sood, Abhinav; Quintal, Vanessa; Phau, Ian
• Is Part Of: Journal of promotion management. Volume 23:Number 2(2017)
• Page Start: 185
• Page End: 206
• Publication Date: 2017-03-04
• Subjects: attitude -- cosmetic procedure -- perceived behavioral control -- subjective norms; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2016.1267677
• Languages: English
• ISSNs: 1049-6491

Abstract

ABSTRACT: This study examined the predictors of intention to engage in a cosmetic surgery. A convenience sampling approach utilizing a self-administered pen-and-paper and online survey was used to collect 214 responses in Australia. Favorable attitude had a significant positive effect on intention to engage in a cosmetic procedure for female respondents. On the other hand, subjective norms had a significant positive effect on intention to engage in a cosmetic procedure for male respondents. Managerially, findings will help practitioners in the cosmetic surgery industry to implement marketing strategies that target this growing consumer segment.