Hedonic Engagement & Adaptation to Cosmetic Procedures
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Business and Law
School of Marketing
Hedonic engagement and hedonic adaptation to cosmetic procedures were explored in the research. First, the research conceptualised and operationalised hedonic adaptation to repeated engagement with a cosmetic procedure. Second, it proposed a decision-making framework, the Hedonic Engagement Model of Goal-Directed Behaviour (HEMGB), to explain hedonic engagement with a cosmetic procedure. Finally, it developed a segmentation typology of consumers who engaged with cosmetic procedures according to their perceived risk profile.
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