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| Author: | Askegaard, S. Gertsen, M.C. Langer, R. |
| Title: | The body consumed: Reflexivity and cosmetic surgery |
| Journal: | Psychology & Marketing
2002 : OCT, VOL. 19:10, p. 793-812 |
| Index terms: | Medicine Service Markets Psychology Consumers Social psychology Culture Decision making USA |
| Language: | eng |
| Abstract: | The marketing environment is replete with products and services catering to the health, well-being, and beauty of bodies etc. One of the more drastic and consequently also much debated and, at times, tabooed type of service and consumption within this field is cosmetic surgery. This article is based on interviews with 15 women who have had cosmetic operations. It examines their motivation for their decision to have surgery. The material is analyzed within a theoretical framework resting mainly on Anthony Giddens' work on self-identity in late modernity. This implies that cosmetic surgery is understood to be part of the individual's reflexive construction of self-identity, and leads to a focus on issues such as self-determination, self-esteem, and the relationship between body and entity. Some relations between self-identity and the marketing institution are discussed. |
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