People have been trying to influence their appearance for centuries through exercise, makeup, and in recent decades, the rising popularity of plastic surgery. Today, it is a multi-billion dollar industry, with consumers undergoing procedures for both aesthetic and medical reasons, such as after accidents or illness. With a background in psychology and expertise in consumer behavior, researcher Fabienne Krywuczky set out to understand why people choose plastic surgery, especially as a means of personal transformation.
More than appearance: it's about the self
Her research shows that women who have had breast cancer are more likely to opt for reconstruction using their own tissue rather than implants especially once the acute medical phase is over. This choice is not primarily about aesthetics, but rather about regaining a sense of self. Using their own body tissue helps them feel more like themselves again.
A social paradox
Krywuczky also studied how society responds to people who undergo plastic surgery. She found that consumers who make this choice are often perceived as narcissistic, superficial, or insecure. These perceptions can lead to social exclusion, both professionally and personally. Women in particular are judged as less competent. Less visible or medically motivated procedures tend to provoke less resistance than aesthetic ones such as lip fillers or Botox. Krywuczky calls this a "social paradox": “Consumers often see these procedures as a form of self-improvement. Yet, paradoxically, society sometimes punishes them for trying.”
A more nuanced perspective
The researcher emphasizes the importance of psychological and empathetic support throughout the medical journey. Physicians and consultants should address not only the physical but also the psychological impact of cosmetic procedures. She also calls for less stereotypical and sensational media coverage of plastic surgery, which could help foster greater understanding and reduce stigma.
Fabienne Krywuczky will defend her PhD on June 16 at the School of Business and Economics. You can find her full dissertation here.