The social comparison theory in the context of cosmetic plastic surgery advertising : predictors and consequences of their impact on women

Abstract EN

Women of variable ages are exposed to cosmetic procedures and plastic surgeries advertisings that portray idealistic images of beauty and show attractive women with ideal bodies that are difficult for most of them to have in a healthy and natural way, but they can achieve it through cosmetic plastic surgery (CPS).

This type of surgeries comprises all surgical and nonsurgical aesthetic medical procedures that aimed at improving and reshaping structures of the body to improve the physical appearance and increase the body image satisfaction (American Academy, 2020).

And based on many studies, exposure to cosmetic plastic surgery (CPS) advertising may impact women's attitudes towards cosmetic procedures and their decision to undergo CPS as well.

In a sample of 250 women, this study examined the relationship between CPS advertising exposure, social comparison as a mediating factor, and women's attitudes and behavior of undergoing CPS.

The current study argues that not all women expose to CPS advertising, but exposure from the beginning is affected by a number of socio-psychological factors, such as body image satisfaction, previous experience, self-esteem, the culture of their societies and level of acceptance and support of this type of surgeries.

Moreover, the study suggested social comparison, a new predictor to the social comparison theory.

It examines the impact of being exposed to CPS advertising on engaging in a comparison with the idealized model of beauty presented by the advertising and how may this comparison have a mediating role in affecting women's attitudes and behavior.

The results indicate that women who had aesthetic procedure show a high level of exposure to cosmetic plastic surgery ads, body image dissatisfaction, high level of social support, positive past experiences with CPS and the recognition of the wide spread of cosmetic procedures and plastic surgeries within the Egyptian society.

It also argues a positive relationship between CPS advertising exposure and engaging in a comparison between one's current image and the idealized model of beauty presented by ads.

This comparison proves its positive relationship with participants' behavior.

Moreover, based on the theory and results, the study suggests a model that helps aesthetic doctors and marketers to understand how they can develop marketing campaigns and affect costumers' behaviors.