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Very little information is known regarding the level of psychological attachment to celebrities needed to influence one’s desire to engage in cosmetic surgery in consumers. More importantly, no previous research examined this in relation to attitudes toward cosmetic surgery and level of body satisfaction in cross-cultural contexts. The present study aimed to examine associations between attitudes toward cosmetic surgery, celebrity worship, and body image among South Korean and US female college students. A total of 370 female undergraduates were recruited for survey from a central university in Seoul, South Korea (n = 196) and a mid-Atlantic university in the US (n = 174). The South Korean participants showed greater acceptance toward cosmetic surgery than did the US participants, whereas the US participants showed more positive attitudes toward their favorite celebrities than did the South Korean participants. For the US participants, the level of body dissatisfaction was negatively associated with acceptance for cosmetic surgery while attitudes toward favorite celebrities was positively associated with acceptance for cosmetic surgery. Findings suggest that cultural contexts affect factors influencing the likelihood of having cosmetic surgery.

Associations between attitudes toward cosmetic surgery, celebrity worship, and body image among South Korean and US female college students