Framing the Purchase of Human Goods: Cosmetic Surgery Consumption in Capitalist South Korea

Sociological and cultural research on market participation has been preoccupied with creative markets and traditional labor markets, overlooking alternate types of markets, particularly those of human goods which have proliferated in Asia. This article analyzes South Korea's cosmetic surgery market to examine how and why consumers participate in markets of human goods on the microlevel vis‐à‐vis macrolevel social structures in an advanced capitalist economy. This article theorizes two cognitive frames (normative conformity and competitive edge) that rationalize and motivate surgical modifications as an alternative vehicle for financial and marital stability in response to macrolevel economic challenges from the nation's developmental trajectory and cultural anxieties from its Confucian traditions about marriage.