Purpose

This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments.

Design/methodology/approach

This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treatments.

Findings

In line with evolutionary theory, the authors suggest that the male proclivity to evaluate a partner’s sexual desirability on the basis of physical appearance and youth remains consistent among gay men. They also posit that sociocultural norms, such as media imagery, portray gay men as physically attractive and youthful. Among gay men, homonormative ideals that define attractiveness fall on a continuum ranging from hyper-masculinity to hypo-masculinity, with each end encouraging gay men to accept different beauty standards.

Research limitations/implications

To date, service researchers have mostly overlooked the role of evolution in consumers’ propensity to purchase professional services. This study sets the foundation for researchers to consider both instinctual and sociocultural norms that encourage consumers to purchase not only cosmetic medical treatments but also professional services in general.

Practical implications

Gay men represent a prime target market for cosmetic medical treatment providers, as their desire for physical attractiveness and youth remains constant as they age.

Originality/value

This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives.

中文翻译：

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观点：永远年轻-男同性恋者和美容医疗

目的

本研究旨在探索导致男同性恋者购买侵入性和非侵入性美容医疗的先天和社会文化力量。

设计/方法/方法

这项工作利用文献回顾和个人反思来识别和解释鼓励男同性恋者使用美容医疗的司机的模式和主题。

发现

根据进化理论，作者认为男性根据外貌和年轻来评估伴侣的性需求的倾向在男同性恋者中保持一致。他们还假设，诸如媒体形象之类的社会文化规范将男同性恋描绘成外表有吸引力和年轻。在男同性恋者中，定义吸引力的同性恋理想处于从超阳刚到阳刚之气的连续统一体中，每一端都鼓励男同性恋接受不同的美容标准。

研究限制/影响

迄今为止，服务研究人员大多忽视了进化在消费者购买专业服务的倾向中的作用。这项研究为研究人员考虑本能和社会文化规范奠定了基础，这些规范不仅鼓励消费者购买美容医疗服务，还包括一般的专业服务。

实际影响

男同性恋者是美容医疗提供者的主要目标市场，因为随着年龄的增长，他们对身体吸引力和青春的渴望保持不变。

原创性/价值

这项研究从理论和实践的角度为同性恋男性消费美容医疗和服务提供了新的见解。