title: Cosmetic surgery intent among generation Y consumers: a social network perspective.
abstract: 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.
authors.affiliation: Department of Management, University of Houston Clear Lake, Houston, Texas, USA. Voelker@uhcl.edu
authors.forename: Troy A
authors.initials: TA
authors.lastname: Voelker
authors.forename: Iryna
authors.initials: I
authors.lastname: Pentina
mesh_terms: D000328:Adult; D005260:Female; D006306:Health Surveys; D006801:Humans; D033182:Intention; D008297:Male; D012044:Regression Analysis; D012925:Social Conformity; D012944:Social Support; D015206:Southwestern United States; D013518:Surgery, Plastic; D055815:Young Adult