Abstract
PurposeAs the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer marketing, it is important for marketers to understand consumer perceptions of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition.Design/methodology/approachA mixed-methods approach was taken with a qualitative study and two online experiments. Participants were recruited through snowball sampling (NStudy 1 = 133) and Amazon Mechanical Turk (NStudy 2 = 202; NStudy 3 = 270).FindingsThe themes uncovered in the qualitative study revealed that cosmetic surgery services were acceptable when internally motivated but may signal inauthenticity. The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement (BE), with PM as the underlying mechanism. Study 3 results demonstrated IS moderated this effect. The indirect effect was significant only for those low in IS.Originality/valueThis research contributes to the underexplored area of cosmetic surgery services and its role in influencer marketing. The findings extend the literature on consumer attitudes and perceptions toward these services and provides insight into the intersection of BE and morality. The contribution is notable, as marketers increasing rely on social media influencers, many of whom have undergone cosmetic surgery services and enhanced their body appearance, to promote their brands.
Highlights
Cosmetic surgery is defined as elective procedures that focus on enhancing appearance through surgical and medical techniques (American Academy of Cosmetic Surgery, n.d.)
The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement, with perceived morality as the underlying mechanism
The findings extend the literature on consumer attitudes and perceptions towards these services and provides insight into the intersection of body enhancement and morality
Summary
Cosmetic surgery is defined as elective procedures that focus on enhancing appearance through surgical and medical techniques (American Academy of Cosmetic Surgery, n.d.). The ability to permanently enhance the natural body shape and size through cosmetic surgery has typically been stigmatized, making it taboo to discuss even with friends and family. In 2019, more than 18.1 million cosmetic surgery services were performed in the United States (U.S.) alone. Most of these procedures were body, rather than facial, enhancements; breast augmentation and liposuction were the two top surgical procedures. The surge in cosmetic surgery services raises the question: Has this once unmentionable topic become socially acceptable? This research informs that discussion by examining the normalization of body enhancement by social media influencers and the eventual impact on endorsed brands The surge in cosmetic surgery services raises the question: Has this once unmentionable topic become socially acceptable? This research informs that discussion by examining the normalization of body enhancement by social media influencers and the eventual impact on endorsed brands
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