Consumers engage in transformative practices such as cosmetic surgery to shape a new self that satisfies personal and social expectations. Yet, we lack an understanding of how cosmetic surgery and the consequent changes to a consumer's self affect their consumption practices. Building on Diderot unities we explore how cosmetic surgery influenced consumption practices of 10 female consumers postcosmetic surgery. Prior work on Diderot unities suggests that it is a new object inspiring the consumption of additional objects. Extending the notion of Diderot unities, we posit that also a new self brings changes in the constellation of consumption objects. Specifically, cosmetic surgery, the self, and material consumption practices are tied together by an expanded view of Diderot unities as not only involving people and objects, but also adding experiences. A newly surgically enhanced person perceives an imbalance between the assemblage of their self and self‐expressive objects. This imbalance sets off a series of purchases to restore balance by acquiring possessions and experiences that match their new magnificent self. Purchases extend to areas such as fashion objects, grooming objects and experiences, as well as experiences related to personal well‐being, vacation and leisure.

中文翻译：

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扩大狄德罗的统一：整容手术如何改变消费

消费者从事诸如整容手术之类的变革性实践，以塑造满足个人和社会期望的新自我。然而，我们缺乏对整容手术以及随之而来的消费者自我改变如何影响其消费习惯的理解。我们在Diderot团结的基础上，探索整容手术如何影响10位女性消费者进行整容手术后的消费习惯。有关狄德罗统一的先前工作表明，这是一个新的事物，激发了其他物体的消耗。扩展了狄德罗统一的概念，我们假设一个新的自我也会改变消费对象的星座。具体而言，整容手术，自我和物质消耗的实践通过狄德罗统一的扩展视图而被捆绑在一起，因为狄德罗统一不仅涉及人和物体，而且还增加了经验。刚接受手术治疗的新人会感觉到自己的自我和自我表达的对象之间的不平衡。这种失衡引发了一系列购买，以通过获取与其新的宏伟自我相匹配的财产和经验来恢复平衡。购买范围扩展到时尚对象，修饰对象和体验以及与个人福祉，度假和休闲相关的体验等领域。