The Before and After: a Study of Plastic Surgery Consumption With Young Women in Brazil

Fernanda Borelli, Universidade Federal do Rio de Janeiro, Brazil
Leticia Casotti, Universidade Federal do Rio de Janeiro, Brazil
As beauty gains social importance, the body assumes a central role. Plastic surgery becomes then increasingly common. This study examines this growing phenomenon: plastic surgery among female youths. Using in-depth interviews, it broadens the understanding of plastic surgery consumption and of how it relates to its cultural context.
[ to cite ]:
Fernanda Borelli and Leticia Casotti (2012) ,"The Before and After: a Study of Plastic Surgery Consumption With Young Women in Brazil", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 379-385.