Keywords: Cosmetic surgery
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Journal Articles
European Journal of Marketing (2026) 60 (8): 1886–1909.
Published: 04 August 2026
... discomfort between the ideal-actual attractiveness gap and propensity towards cosmetic surgery, as well as self-acceptance, was examined. The hypothesised model is analysed using the Hayes PROCESS macro. Findings The findings reveal that the use of AR face filters increases the ideal-actual...

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