IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v32y2021i4d10.1007_s11002-020-09547-3.html
   My bibliography  Save this article

Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements

Author

Listed:
  • Pornchanoke Tipgomut

    (The Auckland University of Technology)

  • Leonard J. Paas

    (The University of Auckland)

  • Angela McNaught

    (Massey University)

Abstract

Existing research shows that the attractiveness of advertising models enhances the effectiveness of firms’ commercial messages. However, it is unclear how consumers react to models who have enhanced their physical attractiveness through cosmetic surgery. We report on three empirical studies and show that when female or male advertising models have undergone cosmetic surgery procedures, both female and male consumers are likely to notice these changes. These perceptions of cosmetic surgery result in lower evaluations of model attractiveness, particularly when the consumers assess female models, which in turn affects other advertising outcomes. However, cosmetic surgery does not reduce consumers’ perceptions of models’ pride in their own identity, which are also relevant to consumers’ evaluations of model attractiveness.

Suggested Citation

  • Pornchanoke Tipgomut & Leonard J. Paas & Angela McNaught, 2021. "Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements," Marketing Letters, Springer, vol. 32(4), pages 441-454, December.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:4:d:10.1007_s11002-020-09547-3
    DOI: 10.1007/s11002-020-09547-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-020-09547-3
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-020-09547-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sylvie Borau & Marcelo Vinhal Nepomuceno, 2019. "The Self-Deceived Consumer: Women’s Emotional and Attitudinal Reactions to the Airbrushed Thin Ideal in the Absence Versus Presence of Disclaimers," Journal of Business Ethics, Springer, vol. 154(2), pages 325-340, January.
    2. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    3. Denise Janssen & Leonard Paas, 2014. "Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership," Marketing Letters, Springer, vol. 25(2), pages 167-177, June.
    4. Chyong-Ling Lin, 2008. "Sexual Issues: The Analysis of Female Role Portrayal Preferences in Taiwanese Print Ads," Journal of Business Ethics, Springer, vol. 83(3), pages 409-418, December.
    5. Magdalena Bekk & Matthias Spörrle & Franziska Völckner & Erika Spieß & Ralph Woschée, 2017. "What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising," Marketing Letters, Springer, vol. 28(4), pages 509-522, December.
    6. Kineta H Hung & Stella Yiyan Li & Russell W Belk, 2007. "Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(6), pages 1034-1051, November.
    7. Wong, Nancy & Rindfleisch, Aric & Burroughs, James E, 2003. "Do Reverse-Worded Items Confound Measures in Cross-Cultural Consumer Research? The Case of the Material Values Scale," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 72-91, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    2. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    3. Marianela Denegri & María Baeza & Natalia Salinas-Oñate & Verónica Peñaloza & Horacio Miranda & Ligia Orellana, 2014. "Materialism in Pedagogy Students in Chile," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(2), pages 505-521, June.
    4. Garaus, Marion & Hudáková, Melánia, 2022. "The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline," Journal of Air Transport Management, Elsevier, vol. 103(C).
    5. Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    6. Qiang Wang & Nathan A. Bowling & Qi-tao Tian & Gene M. Alarcon & Ho Kwong Kwan, 2018. "Workplace Harassment Intensity and Revenge: Mediation and Moderation Effects," Journal of Business Ethics, Springer, vol. 151(1), pages 213-234, August.
    7. Antioco, Michael & Coussement, Kristof & Fletcher-Chen, Chavi Chi-Yun & Prange, Christiane, 2023. "What's in a word? Adopting a linguistic-style analysis of western MNCs’ global press releases," Journal of World Business, Elsevier, vol. 58(2).
    8. Chaudhuri, Arjun & Ligas, Mark, 2009. "Consequences of Value in Retail Markets," Journal of Retailing, Elsevier, vol. 85(3), pages 406-419.
    9. Kristina Ročkutė & Inga Minelgaitė & Ligita Zailskaitė-Jakštė & Robertas Damaševičius, 2018. "Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency," Sustainability, MDPI, vol. 10(3), pages 1-13, March.
    10. María del Mar García‐De los Salmones & Andrea Perez, 2018. "Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 194-208, March.
    11. M. Joseph Sirgy & Eda Gurel-Atay & Dave Webb & Muris Cicic & Melika Husic-Mehmedovic & Ahmet Ekici & Andreas Herrmann & Ibrahim Hegazy & Dong-Jin Lee & J. Johar, 2013. "Is Materialism All That Bad? Effects on Satisfaction with Material Life, Life Satisfaction, and Economic Motivation," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 110(1), pages 349-366, January.
    12. Moghaddam, Kaveh & Sethi, Deepak & Weber, Thomas & Wu, Jun, 2014. "The Smirk of Emerging Market Firms: A Modification of the Dunning's Typology of Internationalization Motivations," Journal of International Management, Elsevier, vol. 20(3), pages 359-374.
    13. Bahoussa Abdelaziz & Imane Sbai, 2020. "Emotion in consumer psychology : Foundations and practices [L'émotion en psychologie du consommateur : Fondements et pratiques]," Post-Print hal-04454015, HAL.
    14. Shan, Minghui & Zhu, Zhenzhong & Song, Chunlei & Chen, Haipeng (Allan), 2023. "The effectiveness of advertising appeals: A culturally-derived power perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Helen Duh & Sarah Benmoyal-Bouzaglo & George Moschis & Lilia Smaoui, 2015. "Examination of Young Adults’ Materialism in France and South Africa Using Two Life-Course Theoretical Perspectives," Journal of Family and Economic Issues, Springer, vol. 36(2), pages 251-262, June.
    16. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    17. Eichhorn, Christoph & Sahm, Marco, 2010. "Why were FIFA World Cup tickets so cheap? Monopoly pricing, demand quality and two-sided markets," Journal of Economic Psychology, Elsevier, vol. 31(2), pages 212-217, April.
    18. Chaudhuri, Arjun, 1997. "Consumption Emotion and Perceived Risk: A Macro-Analytic Approach," Journal of Business Research, Elsevier, vol. 39(2), pages 81-92, June.
    19. Massara, Francesco & Liu, Sandra S. & Melara, Robert D., 2010. "Adapting to a retail environment: Modeling consumer-environment interactions," Journal of Business Research, Elsevier, vol. 63(7), pages 673-681, July.
    20. Sreejesh, S. & Ghosh, Tathagata & Dwivedi, Yogesh K., 2021. "Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising," Journal of Business Research, Elsevier, vol. 132(C), pages 88-101.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:32:y:2021:i:4:d:10.1007_s11002-020-09547-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.