Beyond sociocultural influence: Self-monitoring and self-awareness as predictors of women’s interest in breast cosmetic surgery

Background. The aim of the present research was to analyze the role of self-awareness, self-monitoring, perceived media pressures, and peer attributions on the consideration of breast cosmetic surgery among women. The internalization of thin ideals was taken into account as a key moderating variable. Methods. Participants were 132 Italian women (mean age = 33.62), who completed a questionnaire aimed at measuring the variables of interest. Path analysis was used in order to test our hypotheses. Results. The results indicated that perceived media pressure, self-monitoring, and peer attributions influenced participants’ interest in breast modification procedures through the internalization of thin ideals. Self-awareness (both private and public) had a direct effect on women’s consideration of breast cosmetic surgery. Conclusions. This research is one of few analyzing how specific aspects of the self could influence women’s interest in cosmetic surgery. These findings contribute to the understanding of the reasons that trigger women interest in cosmetic surgery. Not only sociocultural influences contribute to the development of favorable attitudes towards cosmetic surgery, but also specific aspects of the self have a relevant role.