Cosmetic Surgery Intent Among Generation Y Consumers: A Social Network Perspective

Abstract

This article details research examining attitudes towards, and utilization of, cosmetic augmentation procedures among Generation Y individuals. Cosmetic augmentation is defined as the utilization of advanced technologies to augment the appearance of otherwise healthy individuals. Examples of cosmetic augmentation include plastic surgery and laser surgical procedures. A social exchange framework is advanced, suggesting that an individual's access to others who have utilized cosmetic augmentation increases the positive attitude towards cosmetic procedures. Findings support a social exchange model for intention to utilize laser cosmetic procedures as well as a positive relationship between the diversity of a subject's ego network and access to others who have utilized some form of cosmetic augmentation.

KEYWORDS:

• plastic surgery
• social networks
• technology diffusion

Notes

Notes. The instructions at the top of each page which involved the terms surgical cosmetic, minimally invasive, and noncosmetic augmentation provided these definitions: Noncosmetic augmentation = LASIX or other optical surgery, teeth whitening, or hair and/or blemish removal; surgical-cosmetic = elective surgeries that reshape normal structures of the body, for example, breast augmentation, liposuction, and tummy tucks; minimally invasive = outpatient treatments, including injectable wrinkle fighters, chemical peels, etc.

^† = significant at the .1 level.

* = significant at the .05 level. ** = significant at the .01 level. *** = significant at the .001 level.

AfAm = African American; Cauc = Caucasian; EthDiv = Ethnic diversity of contacts; Fam = Family; GenDiv = Diversity of contacts gender; Parent Ed = Parent Education; PL = Plastic; Suburb = Suburban; TypeDiv = Diversity of relational types for contacts; Urb = Urban.

† = significant at the .1 level.

* = significant at the .05 level. ** = significant at the .01 level. *** = significant at the .001 level.