Do I want to be beautiful? Consumer decision making for cosmetic surgery
Dieter KorczakGP Forschungsgruppe, Germany
Beauty has been of major concern to people since ancient times. Think, for example, of the Greek statues. But in the 21st century beauty seems to have become a hype. Perfectly styled female and male bodies and faces flood not only Playboy magazines and Pirelli calendars but a whole range from yellow press to soap operas.
And it is nearly never natural beauty. It is hard to find a celebrity which has not supported his/her image with the help of cosmetic...