Adapting to the Instagram Esthetic and Exploring Influencers of Hedonic Consumption. Issue 3 (27th May 2023)

• Record Type: Journal Article
• Authors: Sood, Abhinav; Quintal, Vanessa; Phau, Ian
• Is Part Of: Journal of international consumer marketing. Volume 35:Issue 3(2023)
• Page Start: 259
• Page End: 275
• Publication Date: 2023-05-27
• Subjects: Hedonic adaptation -- emotions -- goal-directed behavior -- Instagram -- influencers; Marketing research -- Periodicals; Foreign trade promotion -- Periodicals; 658.8405
• DOI: 10.1080/08961530.2022.2109230
• Languages: English
• ISSNs: 0896-1530

Abstract

Abstract: This paper explores hedonic adaptation and decision-making in hedonic consumption of cosmetic surgery. A mixed-method approach incorporates qualitative research with focus groups and expert panels as well as quantitative research with a self-administered survey that conveniently samples consumers who have previously engaged in a hair transplant or liposuction in USA and India. This research introduces a method that pinpoints and maps out anticipated positive and negative emotions in hedonic adaptation to repeated consumption. It implements an empirical framework that explains and predicts decision-making in hedonic consumption.