Keeping Up with the Kardashians: Consumers' Intention to Engage in Cosmetic Surgery
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 i...
| Main Authors: | , , |
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| Format: | Journal Article |
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Routledge
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/53561 |
| Summary: | 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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