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Cosmetic surgery intent in emerging economies - evidence from India

Author

Listed:
  • M. Geetha
  • Sangeeta Priyadarshini

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.

Suggested Citation

  • M. Geetha & Sangeeta Priyadarshini, 2013. "Cosmetic surgery intent in emerging economies - evidence from India," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 5(2), pages 183-196.
    • Handle: RePEc:ids:ijbema:v:5:y:2013:i:2:p:183-196
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