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    Keeping Up with the Kardashians: Consumers' Intention to Engage in Cosmetic Surgery

    Access Status
    Fulltext not available
    Authors
    Sood, Abhinav
    Quintal, Vanessa
    Phau, Ian
    Date
    2017
    Type
    Journal Article
    
    Metadata
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    Citation
    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.
    Source Title
    Journal of Promotion Management
    DOI
    10.1080/10496491.2016.1267677
    ISSN
    1049-6491
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/53561
    Collection
    • Curtin Research Publications
    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.

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