I REGRETTED HAVING FACIAL HARMONISATION. BIBLIOMETRIC STUDY ON REGRET, COGNITIVE DISSONANCE AND SELF-ESTEEM IN THE REPURCHASE PROCESS OF FACIAL HARMONISATION AESTHETIC PROCEDURES

Authors

  • João Roberto Rocha Lemos Univali
  • LUCIANA MERLIN BERVIAN

Keywords:

facial harmonisation, regret, cognitive dissonance, repurchase, self-esteem

Abstract

In the context of contemporary marketing, it is crucial to understand the causes of post-purchase regret and cognitive dissonance in order to improve the customer experience. Marketers seek to minimise negative experiences in competitive markets, where repurchase indicates customer loyalty and satisfaction. Based on this, this article aimed to present a bibliometric study relating the influences of regret, cognitive dissonance and self-esteem on the repurchase process of facial harmonisation procedures. For this purpose, the Web of Science database was used from 2004 to 2024. The results showed that the years of greatest scientific production on the proposed theme were 2020, 2021, 2022 and 2023. The country with the highest number of publications was the USA. The most frequent keywords were: "quality of life", "cosmetic surgery", "satisfaction". The most cited authors were: Garcia, Julie K.; Liew, Steven; Silberberg, Michael B. The area with the greatest production was surgery.

References

Araújo, B., Davel, E., & Rentschler, R. (2020). Aesthetic consumption in managing art-driven organizations: an autoethnographic inquiry. Organizational Aesthetics, 9(3), 63-84.

Assawavichairoj, S., & Taghian, M. (2017). Cross-cultural comparison of consumer pre-purchase decision-making: anti-aging products. Asia Pacific Journal of Marketing and Logistics, 29(1), 27-46.

Babadi, H., Fereidooni-Moghadam, M., Dashtbozorgi, B., & Cheraghian, B. (2018). Investigating psychosocial causes of the tendency for facial cosmetic surgery. Aesthetic Plastic Surgery, 42, 1157-1163.

Belk, R. W., & Austin, M. (1986). Organ donation willingness as a function of extended self and materialism. Advances in health care research, 84-88.

Bell, D. E. (1982). Regret in decision making under uncertainty. Operations research, 30(5), 961-981.

Brehaut, J. C., O'Connor, A. M., Wood, T. J., Hack, T. F., Siminoff, L., Gordon, E., & Feldman-Stewart, D. (2003). Validation of a decision regret scale. Medical decision making, 23(4), 281-292.

Cao, T. (2020). P. The Use of Botulinum Toxin and Dermal Fillers to Enhance Patients’ Perceived Attractiveness. Dent. Clin. N. Am, 64, 659-668.

Charters, S. (2006). Aesthetic products and aesthetic consumption: A review. Consumption, Markets and Culture, 9(3), 235-255.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.

Connolly, T., & Zeelenberg, M. (2002). Regret in decision making. Current directions in psychological science, 11(6), 212-216.

Coopersmith, S. (1965). The antecedents of self-esteem. Princeton.

Custódio, A. L. N., da Rocha Silva, A. M., Franco, C. C., Pacheco, R. F., & de Souza, M. S. (2020). Harmonização facial cirúrgica: área de atuação do cirurgião-dentista. Aesthetic orofacial science, 1(1), 9-19.

Delinsky, S. S. (2005). Cosmetic Surgery: A Common and Accepted Form of Self‐Improvement? 1. Journal of Applied Social Psychology, 35(10), 2012-2028.

Durmaz, Y., Demirağ, B., & Çavuşoğlu, S. (2020). Influence of regret and regret reversing effort on dissatisfaction and repurchase intention after purchasing fashion products.

Eck, N. J., & Waltman, L. (2018). VOSviewer manual. Universiteit Leiden 1-51.

Elliot, A. J., & Devine, P. G. (1994). On the motivational nature of cognitive dissonance: Dissonance as psychological discomfort. Journal of personality and social psychology, 67(3), 382.

FESTINGER, Leon. A theory of cognitive dissonance Row. Peterson and company, 1957.

Fink, B., & Penton-Voak, I. (2002). Evolutionary psychology of facial attractiveness. Current Directions in Psychological Science, 11(5), 154-158.

Garfield, E. (2013). What is a citation classic. Current contents.

Gilovich, T., & Medvec, V. H. (1995). The experience of regret: what, when, and why. Psychological review, 102(2), 379.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.

Inman, J. J., Dyer, J. S., & Jia, J. (1997). A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing science, 16(2), 97-111.

Jones, T., & Taylor, S. F. (2007). The conceptual domain of service loyalty: how many dimensions?. Journal of services marketing, 21(1), 36-51.

Kaipainen, A. E., Sieber, K. R., Nada, R. M., Maal, T. J., Katsaros, C., & Fudalej, P. S. (2016). Regional facial asymmetries and attractiveness of the face. European journal of orthodontics, 38(6), 602-608.

Kuan, H. H., Bock, G. W., & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behaviour & Information Technology, 27(1), 3-16.

lee, S. H., & Cotte, J. (2009). Post-purchase consumer regret: Conceptualization and development of the PPCR scale. Advances in consumer research, 36.

Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information & Management, 54(5), 651-668.

Lin, J. S. C., & Liang, H. Y. (2011). The influence of service environments on customer emotion and service outcomes. Managing Service Quality: An International Journal, 21(4), 350-372.

Littlejohn, S. W., & Foss, K. A. (2010). Theories of human communication. Waveland press.

Michener, H. A., DeLAMATER, J. D., & Myers, D. J. (2005). Psicologia social. Thomson.

Park, I., Cho, J., & Rao, H. R. (2015). The dynamics of pre‐and post‐purchase service and consumer evaluation of online retailers: a comparative analysis of dissonance and disconfirmation models. Decision Sciences, 46(6), 1109-1140.

Powers, T. L., & Jack, E. P. (2013). The influence of cognitive dissonance on retail product returns. Psychology & marketing, 30(8), 724-735.

Rosenberg, M. (1986). Self-concept from middle childhood through adolescence. Psychological perspectives on the self/Lawrence Erlbaum.

Sarwar, M. A., Awang, Z., & Habib, M. D. (2019). Consumer purchase regret: A systematic review. International Journal of Academic Research in Business and Social Sciences, 9(9), 403-425.

Sarwar, M. A., Awang, Z., Habib, M. D., Nasir, J., & Hussain, M. (2022). Why did I buy this? Purchase regret and repeat purchase intentions: A model and empirical application. Journal of Public Affairs, 22(1), e2357.

Schouten, J. W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of consumer research, 17(4), 412-425.

Solomon, M. R. (2008). Comportamento do consumidor. 7a ed. Porto Alegre, Brasil: Bookman.

Sugden, R. (1985). Regret, recrimination and rationality. Theory and decision, 19, 77-99.

Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of consumer Research, 26(4), 401-417.

Vanti, N. A. P. (2002). Da bibliometria à webometria: uma exploração conceitual dos mecanismos utilizados para medir o registro da informação e a difusão do conhecimento. Ciência da informação, 31, 369-379.

Venkatesh, A., & Meamber, L. A. (2008). The aesthetics of consumption and the consumer as an aesthetic subject. Consumption, Markets and culture, 11(1), 45-70.

Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer psychology, 17(1), 3-18.

Downloads

Published

2026-04-27

How to Cite

Rocha Lemos, J. R., & BERVIAN, L. M. (2026). I REGRETTED HAVING FACIAL HARMONISATION. BIBLIOMETRIC STUDY ON REGRET, COGNITIVE DISSONANCE AND SELF-ESTEEM IN THE REPURCHASE PROCESS OF FACIAL HARMONISATION AESTHETIC PROCEDURES. International Journal of Business Marketing, 10(2), 96–109. Retrieved from https://ijbmkt.org/ijbmkt/article/view/342

Issue

Vol. 10 No. 2 (2025): IJBMKT

Section

Articles

License

Copyright (c) 2026 João Roberto Rocha Lemos, LUCIANA MERLIN BERVIAN

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.