Why are More Men Getting Cosmetic Surgery? Investigating The Impact Of Self-Concept Clarity On Acceptance Of Cosmetic Surgery
Abstract/Description
This study aims to address the gap in research on male individuals’ motivations to seek cosmetic procedures to enhance their appearance. It also seeks to explain the recent rise in male cosmetic surgeries by studying the relationships between self-concept clarity and acceptance of cosmetic surgery through mediators like body attitude and physical appearance perfectionism. The paper also explores the moderating effect of gender and conformity motivations; susceptibility to normative influence and need for uniqueness. After an extensive review of extant literature, a theoretical framework is presented to test the relationships and their significance. The paper follows a descriptive, formal, non-experimental research design and uses a survey questionnaire as a means of primary data collection. This working paper also presents some theoretical implications of the potential outcomes of the study as well as areas for future research.
Keywords
Track
Marketing
Session Number/Theme
3C: Marketing
Session Chair
Dr. Asim Shabir ; Dr. Saima Hussain
Start Date/Time
30-5-2024 5:00 PM
End Date/Time
30-5-2024 6:00 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Muhammad, M. (2024). Why are More Men Getting Cosmetic Surgery? Investigating The Impact Of Self-Concept Clarity On Acceptance Of Cosmetic Surgery. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2024/program/39
COinS
Why are More Men Getting Cosmetic Surgery? Investigating The Impact Of Self-Concept Clarity On Acceptance Of Cosmetic Surgery
MCS-5, AMAN-CED Building
This study aims to address the gap in research on male individuals’ motivations to seek cosmetic procedures to enhance their appearance. It also seeks to explain the recent rise in male cosmetic surgeries by studying the relationships between self-concept clarity and acceptance of cosmetic surgery through mediators like body attitude and physical appearance perfectionism. The paper also explores the moderating effect of gender and conformity motivations; susceptibility to normative influence and need for uniqueness. After an extensive review of extant literature, a theoretical framework is presented to test the relationships and their significance. The paper follows a descriptive, formal, non-experimental research design and uses a survey questionnaire as a means of primary data collection. This working paper also presents some theoretical implications of the potential outcomes of the study as well as areas for future research.
