Journal of Services Marketing: Volume 36 Issue 1

Editorial: the “nip and tuck” service framework: bright and dark side of beautification/modification services

Rodoula H. Tsiotsou, Philipp Klaus

The purpose of this study is to propose a conceptual framework of beautification/modification services, to introduce the special issue on the topic “Mirror, Mirror on the Wall…

Viewpoint: forever young-Gay men and cosmetic medical treatments

Mark Scott Rosenbaum, Jill Jensen, Germán Contreras-Ramírez

This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments.

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

Abhinav Sood, Vanessa Ann Quintal, Ian Phau

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…

Keep fighting or give up? An investigation of consumer regret over repetitive failures in weight loss services

Yi-Fen Liu, I-Ling Ling

Weight loss services feature high consumer involvement that is sometimes marked by repetitive failures. These features can affect regret and its associated factors differently…

“Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape

Victoria Rodner, Amy Goode, Zara Burns

To better understand the uptake of cosmetic procedures in the wake of Instagram, this study aims to unravel how the aesthetic labour of influencers acts as the packaging of the…

An investigation of influencer body enhancement and brand endorsement

Sarah Lefebvre, Kelly Cowart

As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of…

WOW, the make-up AR app is impressive: a comparative study between China and South Korea

Asad Butt, Hassan Ahmad, Asif Muzaffar, Fayaz Ali, Nouman Shafique

Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as…