Title: Cosmetic surgery intent in emerging economies - evidence from India

Authors: M. Geetha; Sangeeta Priyadarshini

Addresses: SSN School of Management and Computer Applications, Rajiv Gandhi Saslai (OMR), Kalavakkam – 603 110, Chennai, India ' SSN School of Management and Computer Applications, Rajiv Gandhi Saslai (OMR), Kalavakkam – 603 110, Chennai, India

Abstract: The objective of this paper is to study the drivers of cosmetic surgery intention in an emerging economy. Influence of closed ones and body image satisfaction impacts cosmetic surgery intent in an individual. Magazine is found to be the preferred medium to advertise about cosmetic surgery. Findings reflect the collectivist nature of these societies that looks for significant others in the usage of a hedonic service. Also, people of emerging economies are increasingly conscious of their appearance and are interested in rectifying it, if they want to change.

Keywords: cosmetic surgery; body image satisfaction; closed ones; India; surgery intention; emerging economies; physical appearance.

DOI: 10.1504/IJBEM.2013.052982

International Journal of Business and Emerging Markets, 2013 Vol.5 No.2, pp.183 - 196

Available online: 29 Mar 2013 *

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