A qualitative study on health behavior of aesthetic surgery patients and patient–physician relationship

Abstract

Intrigued by developments in aesthetic surgery and minimally invasive applications, and an accompanying increase in demand for these procedures, this study attempts to understand patients' decision-making processes by employing the affect–behavior–cognition (ABC) model. Affect stands for the feelings, whereas behavior stands for patient behavior towards the surgery and the physician, and the cognition stands for related thoughts. The assumption in this paper is that patients with different physical, social, and psychological ‘needs’ have different orientations towards the specific service and toward the physician. Qualitative data collection methods are employed to understand underlying thoughts and feelings. Interviews are conducted with 30 different individuals. Results indicate three groups of patients who follow different processes, specifically CAB (patients with physical problems), CBA (patients without major health concerns), and ABC (patients of minimally invasive procedures). The study also points out, with a conclusive analytical framework, that these patients can be treated as patient-consumers in order for a mutually satisfying, doctor–patient relationship.

Keywords:

• Decision making
• Patient–doctor relationship
• Aesthetic surgery
• Qualitative study

Acknowledgement

I thank Prof. Dr Reha Yavuzer, for helping me throughout the data collection process.

Additional information

Notes on contributors

Berna Tari-Kasnakoglu

Berna Tari-Kasnakoglu is a consumer behaviorist at TOBB University of Economics and Technology, Ankara. She received a B.S. and an M.B.A. degree in Business Administration from METU and a doctoral degree in Marketing from Bilkent University. She has special interest in Consumer Culture Theoretics, medical consumption, and consumer risk behavior.