The authors proposed and tested a model specifying the pathways through which a number of psychological and socio-cultural factors multiply explain college students ' intention to receive cosmetic surgery in the future. On the basis of a survey with 298 undergraduates, this study revealed exposure to the media coverage of cosmetic surgery, interpersonal experiences with cosmetic surgery, and self-esteem predicted socio-cultural attitudes toward appearance and the perceived physical and psychological risks of cosmetic surgery. The latter two constructs subsequently determined attitudes toward and future intention for the practice. Implications of the research for the effective and socially responsible promotion of cosmetic surgery are discussed.
All Science Journal Classification (ASJC) codes
- Medicine (miscellaneous)
- Pharmacology, Toxicology and Pharmaceutics (miscellaneous)
- Strategy and Management