Adapting to the Instagram Esthetic and Exploring Influencers of Hedonic Consumption

Abstract

This paper explores hedonic adaptation and decision-making in hedonic consumption of cosmetic surgery. A mixed-method approach incorporates qualitative research with focus groups and expert panels as well as quantitative research with a self-administered survey that conveniently samples consumers who have previously engaged in a hair transplant or liposuction in USA and India. This research introduces a method that pinpoints and maps out anticipated positive and negative emotions in hedonic adaptation to repeated consumption. It implements an empirical framework that explains and predicts decision-making in hedonic consumption.

Keywords:

• Hedonic adaptation
• emotions
• goal-directed behavior
• Instagram
• influencers