A dimensional qualitative research approach to understanding medically unnecessary aesthetic surgery

Abstract

Consumers spend billions of dollars every year on products and services designed to help improve or change their physical appearance and performance. Such procedures, especially where surgery is involved, are not without risk of adverse consequences such as physical injury, irreversible nerve damage, or even permanent disfigurement. The popularity of appearance-enhancing cosmetic surgery seems to be rising, despite the many risks associated with it. To qualitatively investigate the complex interplay of relevant factors (including variables related to individual motivation, risk tolerance, self-concept, and societal standards of beauty), and to organize and analyze the resulting qualitative data, the systematic, psychologically sophisticated blueprint of dimensional qualitative research, or DQR (Cohen, 1999) was employed. Through in-depth interviews, content analysis of written material found on the Internet, and three focus groups, an effort was made to better understand consumer motivation for cosmetic surgery where there was no medical necessity. Findings and implications of this research are discussed.

Extending Diderot unities: How cosmetic surgery changes consumption

“…Prior research indicates that consumers use of cosmetic surgery as a means of self‐identity reconstruction (Askegaard et al, 2002; Schouten, 1991). It also suggests that motivational antecedents such as sociocultural influences, competition with others, media influence, body appreciation, and consumers’ material orientations (i.e., a set of value laden beliefs that guide people's daily lives and their consumption patterns; Richins, 2017) influence cosmetic surgery (Henderson‐King & Brooks, 2009; Markley Rountree & Davis, 2011; Swami et al, 2009). For instance, a vast number of television programs focused on extreme makeovers exemplify the presence of cosmetic surgery in contemporary consumer society (e.g., Brand, 2011; Heyes, 2007; Sender, 2012).…”

The new me or the me I’m proud of?

“…First, the macro-level perspective, advocated by medical sociologists, anthropologists and feminists, focuses on how society influences culturally constructed meaning of the human body. This approach considers the socio-cultural pressures to be thin and/or attractive as a significant factor affecting negative body image (Markley Rountree and Davis, 2011). Such pressures can lead to a growing and widespread decline in self-esteem among both men and women.…”

“…Because it is nearly impossible for most individuals to comply with these standards, such evaluations could result in body dissatisfaction. Research has found that dissatisfaction with physical appearance can cause challenging psychological and behavioral responses (Bucchianeri and Corning, 2012; Markley Rountree and Davis, 2011; Stice et al , 1994; Cash, 2004). Such psychological responses may ultimately influence individuals to pursue appearance-enhancing solutions such as cosmetic procedures (Bolton et al , 2003).…”

“…Moreover, the present research identifies what mechanisms could be used to interrupt the potentially harmful, emotional and motivational outcomes of such evaluations (Bergstrom et al , 2009; Bucchianeri and Corning, 2012; Markley Rountree and Davis, 2011). As affirming important values enhances the psychological resources available to individuals when confronted with a self-threat (e.g.…”