Body Satisfaction and Attitudes toward Cosmetic Surgical vs. Nonsurgical Procedures
Minsun Lee, Minjung Lee

Abstract
Body satisfaction can play an important role when an individual considers having cosmetic procedures. Even though a total cosmetic procedure performed have significantly increased around the world, cosmetic surgical and nonsurgical procedures have shown noticeable opposite volume trends over the last decades. This study aimed to examine differences in young consumers' attitudes toward cosmetic surgical and nonsurgical procedures and identify the relationships between body satisfaction and attitudes toward both cosmetic procedures by gender and ethnicity, based on socio cultural theory. Significantly more favorable attitudes toward cosmetic nonsurgical than surgical procedures were found for all groups. Regarding the gender effect on attitudes toward cosmetic procedures, no significant difference was found for both cosmetic procedures. Regardless of gender and ethnicity, young consumers' body image perceptions were closely associated with their attitudes; yet, meaningful ethnic differences in the relationship between body satisfaction and cosmetic procedure attitudes were found.

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