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    Through the looking glass: perceiving risk and emotions toward cosmetic procedure engagement

    Access Status
    Fulltext not available
    Authors
    Sood, Abhinav
    Quintal, Vanessa
    Phau, Ian
    Date
    2022
    Type
    Journal Article
    
    Metadata
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    Citation
    Sood, A. and Quintal, V.A. and Phau, I. 2022. Through the looking glass: perceiving risk and emotions toward cosmetic procedure engagement. Journal of Services Marketing. 36 (1): pp. 14-28.
    Source Title
    Journal of Services Marketing
    DOI
    10.1108/JSM-11-2020-0473
    ISSN
    0887-6045
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/89155
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: This research aims to develop a user risk segmentation typology and implement a method that traces how user emotions adapt before, after and toward a next cosmetic procedure. It introduces the user risk segments to an empirical framework to explain re-engagement with the procedure. Design/methodology/approach: A survey was self-administered to online consumer panels in the USA. The survey targeted users who had previously undertaken one of three elective procedures, namely, Botox (N = 550), hair transplant (N = 350) or liposuction (N = 350). Findings: The typology identified timid image seekers, daring image crafters, approval-seeking socialites and mainstream image adopters. The method tracking user emotions found significant differences before, after and toward a next cosmetic procedure in the user risk segments. The framework predicted user re-engagement with the procedure for each segment. Research limitations/implications: The typology presents more sophisticated user risk profiles. The method maps adapting user emotions toward engagement pre- and post-procedure. However, findings are limited to the USA and three cosmetic procedures. Practical implications: The typology offers a profile of users and their risk perceptions of a behavior. The method presents an instrument that follows how user emotions adapt. The framework advances understanding of user re-engagement with the behavior. Originality/value: Arguably, to the best of the authors’ knowledge, this is the first research to explore how perceived risk operates on emotional states and adaptation, which manifest user well-being and impact user behavior.

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