This study attempts to compare non-invasive cosmetic procedures consumers who use a high amount of information sources with those who use a low amount of information sources in the information search stage of the decision-making process. The findings indicate that patients who use more cosmetic procedures information sources have lower cognitive ages. Patients who use less information have a greater attitude toward social media advertising and the traditional advertising of cosmetic procedures. Finally, patients who use more cosmetic procedures information have greater increases in self-image after the procedure than those patients who use less information. The findings contribute to marketing theory by focusing upon non-invasive cosmetic procedures that can delay aging or foster youthfulness. This paper also extends the ageism literature.
Reisenwitz, Timothy and Fowler, Jie G.
"An Analysis on Engaging “Beauty Work”,"
Atlantic Marketing Journal: Vol. 10
, Article 6.
Available at: https://digitalcommons.kennesaw.edu/amj/vol10/iss2/6