Open AccessAn Exploratory Study of Nonsurgical Cosmetic Procedures Consumers
Author(s) -
Timothy H. Reisenwitz,
Jie G. Fowler
Publication year - 1970
Publication title -
journal of business strategies
Language(s) - English
Resource type - Journals
eISSN - 2162-6901
pISSN - 0887-2058
DOI - 10.54155/jbs.35.2.76-96
Subject(s) - exploratory research , advertising , psychology , social media , marketing , cognition , mass media , social psychology , business , computer science , sociology , anthropology , neuroscience , world wide web
This exploratory study investigated the amount of information used byconsumers when engaging in non-surgical cosmetic procedures. Moreover, theprimary purpose of the research is to investigate the linkage between non-surgicalcosmetic procedures and the constructs associated with the “self,” such as attitudetoward social media advertising, attitude toward traditional (mass media) advertising,cognitive age, risk aversion, satisfaction, and self-image or self-concept. T-tests ofthe data yielded significant results for most of the variables. This research willhopefully aid marketers to better focus on important areas of information use bynon-surgical cosmetic procedures consumers. These results are discussed, alongwith managerial implications, limitations and directions for future research.