Through the looking glass: perceiving risk and emotions toward cosmetic procedure engagement

Abstract

Purpose

This research aims to develop a user risk segmentation typology and implement a method that traces how user emotions adapt before, after and toward a next cosmetic procedure. It introduces the user risk segments to an empirical framework to explain re-engagement with the procedure.

Design/methodology/approach

A survey was self-administered to online consumer panels in the USA. The survey targeted users who had previously undertaken one of three elective procedures, namely, Botox (N = 550), hair transplant (N = 350) or liposuction (N = 350).

Findings

The typology identified timid image seekers, daring image crafters, approval-seeking socialites and mainstream image adopters. The method tracking user emotions found significant differences before, after and toward a next cosmetic procedure in the user risk segments. The framework predicted user re-engagement with the procedure for each segment.

Research limitations/implications

The typology presents more sophisticated user risk profiles. The method maps adapting user emotions toward engagement pre- and post-procedure. However, findings are limited to the USA and three cosmetic procedures.

Practical implications

The typology offers a profile of users and their risk perceptions of a behavior. The method presents an instrument that follows how user emotions adapt. The framework advances understanding of user re-engagement with the behavior.

Originality/value

Arguably, to the best of the authors’ knowledge, this is the first research to explore how perceived risk operates on emotional states and adaptation, which manifest user well-being and impact user behavior.

Citation

Sood, A., Quintal, V.A. and Phau, I. (2022), "Through the looking glass: perceiving risk and emotions toward cosmetic procedure engagement", Journal of Services Marketing, Vol. 36 No. 1, pp. 14-28. https://doi.org/10.1108/JSM-11-2020-0473