A influência da autoestima, da autoestima do corpo e do materialismo na aceitação da cirurgia plástica

• Ano de defesa: 2013
• Autor(a) principal: Yamasaki, Viviane Eiko Ito
• Orientador(a): Ponchio, Mateus Canniatti
• Banca de defesa: Strehlau, Vivian Iara , Goldszmidt, Rafael Guilherme Burstein
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração da ESPM
• Departamento: Gestão Internacional
• País: BR
• Palavras-chave em Português: autoestima; materialismo; cirurgias plásticas estéticas
• Palavras-chave em Inglês: self-esteem; materialism; aesthetic plastic surgery
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS
• Link de acesso: http://tede2.espm.br/handle/tede/13

This study aims to verify the influence of self-esteem, body esteem, and materialism in the acceptance of aesthetic plastic surgery (CPE) and compare CPE acceptance in Brazil and Portugal. For this, developed a literature review of the constructs investigated. From the theoretical framework, two specific objectives were developed: (i) determine the influence of self-esteem, body esteem, and materialism of the control variables in the acceptance of plastic surgery, and (ii) to compare the acceptance of CPE between individuals resident in Brazil and Portugal. Through the survey method, a questionnaire was applied by internet. It was created from the following scales: the Rosenberg Self-Esteem scale (1965), scale SQDIII Dimension physical appearance of Marsh (1984), scale of materialism Richins (2004), as adapted and validated for the Brazilian context by Ponchio and Aranha (2008), and the Acceptance of Aesthetic Plastic Surgery (ACSS) of Henderson-King and Henderson-King (2005). Data collection in Brazil includes 217 valid questionnaires, composed mainly of residents of the city of São Paulo. In Portugal142 valid questionnaires compose the sample, s primarily of residents of the city of Porto. The results indicated that : (i) the effect of gender women accept more CPE than men (ii) the effect country - Brazilians accept more CPE than the Portuguese (iii) partially supported H1 - People with higher self-esteem accept more CPE than individuals with lower self-esteem; (iv) partially supported H2 - People with lower body esteem accept more plastic surgery than individuals with higher body esteem, and finally (v) results indicated that strong evidence to support H3 - People materialist people accept more plastic surgery than individuals less materialistic. One limitation of the study is the use of non-probability sample in both data collections. This work contributes to the cross-cultural aspect, showing that the Brazilians longer accept the CPE than the Portuguese and verifies the gender influence, showing that women accept plastic surgery better than men.