Keeping Up with the Kardashians: Consumers' Intention to Engage in Cosmetic Surgery
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Sood, A. and Quintal, V. and Phau, I. 2017. Keeping Up with the Kardashians: Consumers' Intention to Engage in Cosmetic Surgery. Journal of Promotion Management. 23 (2): pp. 185-206.
Journal of Promotion Management
School of Marketing
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.
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