O Consumo de Cirurgia Estética: a Influência da Autoestima e do Materialismo

Viviane Yamasaki, Mateus Canniatti Ponchio, Susana Costa e Silva, Thelma Valéria Rocha


Este estudo tem como objetivo avaliar a influência da autoestima, da autoavaliação do corpo e do materialismo na aceitação à cirurgia estética no Brasil e em Portugal, na visão cross cultural. São revisados os conceitos de autoestima, autoavaliação do corpo, materialismo e aceitação à cirurgia plástica estética (CPE). Os principais estudos que guiaram a mensuração desses construtos neste trabalho são: Rosenberg (1965) e Dini, Quaresma e Ferreira (2004) para autoestima; Marsh e O’Neill (1984) para autoavaliação do corpo; Richins (2004) e Ponchio e Aranha (2008) para materialismo; e Henderson-King e Henderson-King (2005) e Swami et al. (2011) para aceitação à CPE. Obtiveram-se duas amostras, de tamanhos 217 e 148, compostas por respondentes das cidades de São Paulo e Porto, respectivamente. Os principais resultados indicaram: (i) o efeito de gênero – as mulheres aceitam mais a cirurgia plástica estética do que os homens; (ii) o efeito país – os brasileiros aceitam mais a CPE do que os portugueses; (iii) ausência de associação entre autoestima e aceitação à CPE; (iv) fraca associação negativa entre autoavaliação do corpo e aceitação à CPE; e (v) forte evidência de que pessoas mais materialistas aceitam a CPE mais do que as menos materialistas.

DOI: 10.5585/rgss.v2i2.77


Autoestima; Autoavaliação do corpo; Materialismo; Aceitação à cirurgia plástica estética

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DOI: http://dx.doi.org/10.5585/rgss.v2i2.77


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