Cosmetic Surgery Intent Among Generation Y Consumers: A Social Network Perspective

This article details research examining attitudes towards, and utilization of, cosmetic augmentation procedures among Generation Y individuals. Cosmetic augmentation is defined as the utilization of advanced technologies to augment the appearance of otherwise healthy individuals. Examples of cosmetic augmentation include plastic surgery and laser surgical procedures. A social exchange framework is advanced, suggesting that an individual's access to others who have utilized cosmetic augmentation increases the positive attitude towards cosmetic procedures. Findings support a social exchange model for intention to utilize laser cosmetic procedures as well as a positive relationship between the diversity of a subject's ego network and access to others who have utilized some form of cosmetic augmentation.