This research aims to develop a user risk segmentation typology and implement a method that traces how user emotions adapt before, after and toward a next cosmetic procedure. It introduces the user risk segments to an empirical framework to explain re-engagement with the procedure.
A survey was self-administered to online consumer panels in the USA. The survey targeted users who had previously undertaken one of three elective procedures, namely, Botox (N = 550), hair transplant (N = 350) or liposuction (N = 350).
The typology identified timid image seekers, daring image crafters, approval-seeking socialites and mainstream image adopters. The method tracking user emotions found significant differences before, after and toward a next cosmetic procedure in the user risk segments. The framework predicted user re-engagement with the procedure for each segment.
The typology presents more sophisticated user risk profiles. The method maps adapting user emotions toward engagement pre- and post-procedure. However, findings are limited to the USA and three cosmetic procedures.
The typology offers a profile of users and their risk perceptions of a behavior. The method presents an instrument that follows how user emotions adapt. The framework advances understanding of user re-engagement with the behavior.
Arguably, to the best of the authors’ knowledge, this is the first research to explore how perceived risk operates on emotional states and adaptation, which manifest user well-being and impact user behavior.
