The world of cosmetic surgery offers a variety of procedures designed to “enhance” specific body parts. While some consumers are adamantly against such procedures, others seem inherently drawn to them. What type of consumer is most likely to undergo cosmetic procedures? The current research examines whether individual differences in holistic and analytic thinking affect preferences for cosmetic procedures. Across 5 behavioral and eye-tracking studies, we find that analytic thinking increases openness to cosmetic procedures. Analytic thinking leads to a hyper-focusing effect that drives dissatisfaction with certain body parts, which increases the likelihood of endorsing and undergoing procedures to alter that particular body part. Marketing and consumer-related implications for these effects are provided.

整容手术世界提供了各种旨在“增强”特定身体部位的程序。虽然一些消费者坚决反对这些程序，但其他人似乎天生就被它们所吸引。什么类型的消费者最有可能接受整容手术？目前的研究调查了整体和分析思维的个体差异是否会影响对整容手术的偏好。在 5 项行为和眼动追踪研究中，我们发现分析思维增加了对整容手术的开放性。分析性思维会导致过度聚焦效应，从而引发对某些身体部位的不满，这增加了认可和接受改变该特定身体部位的程序的可能性。提供了对这些影响的营销和消费者相关影响。