Keeping Up with the Kardashians: Consumers' Intention to Engage in Cosmetic Surgery |
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Authors: | Abhinav Sood Vanessa Quintal |
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Institution: | Curtin University, Perth, Australia |
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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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Keywords: | attitude cosmetic procedure perceived behavioral control subjective norms |
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