This article details research examining attitudes towards, and utilization of, cosmetic augmentation procedures among Generation Y individuals. Cosmetic augmentation is defined as the utilization of advanced technologies to augment the appearance of otherwise healthy individuals. Examples of cosmetic augmentation include plastic surgery and laser surgical procedures. A social exchange framework is advanced, suggesting that an individual's access to others who have utilized cosmetic augmentation increases the positive attitude towards cosmetic procedures. Findings support a social exchange model for intention to utilize laser cosmetic procedures as well as a positive relationship between the diversity of a subject's ego network and access to others who have utilized some form of cosmetic augmentation.

In order to assess relationships between perceptions of anonymity and behaviors, a context independent instrument is required for measuring the perceptions of anonymity held by individuals. To date, no such measurement instrument exists that has been shown to be reliable and valid. The authors employ a rigorous design methodology to develop, test, and substantiate a reliable and valid instrument for measuring perceptions of anonymity across different contexts. The PA measure presented is a five item Likert scale designed to measure perceptions of anonymity across multiple contexts. Results from two separate EFA pilot tests (n=61 and n=60), a test-retest, and a CFA final test (n=292) indicate that the PA measure has good internal consistency reliability (α=.82), test-retest reliability, factorial validity, and a single factor structure.

Advertising appeals emphasizing unrealistic body images are increasingly linked to depression, loss of self-esteem, and unhealthy eating habits. Understanding the motivation of young and vulnerable populations to undergo cosmetic procedures can help modify marketing and public policy practices. Using a multidisciplinary approach, this paper confirms the motivating role of self-concept discrepancy in young women seeking cosmetic procedures. It also reveals conflicting moderating influences of different types of social support on the relationship between self-discrepancy and choice of cosmetic procedures. Our findings show that family-based social support attenuates the effect of perceived actual-ideal self-discrepancy on the choice of cosmetic procedures, while social support from friends amplifies this effect. Actual-ought discrepancy appears to negatively affect the propensity for cosmetic procedures. Discussion of the findings and implications for public policy and marketing managers are presented.

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