Extending Diderot unities: How cosmetic surgery changes consumption

Abstract

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.