Through the looking glass: perceiving risk and emotions toward cosmetic procedure engagement

Purpose: This research aims to develop a user risk segmentation typology and implement a method that traces how user emotions adapt before, after and toward a next cosmetic procedure. It introduces the user risk segments to an empirical framework to explain re-engagement with the procedure. Design/methodology/approach: A survey was self-administered to online consumer panels in the USA. The survey targeted users who had previously undertaken one of three elective procedures, namely, Botox (N = 550), hair transplant (N = 350) or liposuction (N = 350). Findings: The typology identified timid image seekers, daring image crafters, approval-seeking socialites and mainstream image adopters. The method tracking user emotions found significant differences before, after and toward a next cosmetic procedure in the user risk segments. The framework predicted user re-engagement with the procedure for each segment. Research limitations/implications: The typology presents more sophisticated user risk profiles. The method maps adapting user emotions toward engagement pre- and post-procedure. However, findings are limited to the USA and three cosmetic procedures. Practical implications: The typology offers a profile of users and their risk perceptions of a behavior. The method presents an instrument that follows how user emotions adapt. The framework advances understanding of user re-engagement with the behavior. Originality/value: Arguably, to the best of the authors’ knowledge, this is the first research to explore how perceived risk operates on emotional states and adaptation, which manifest user well-being and impact user behavior.