Identifying Motivational Patterns in Decision-Making for Cosmetic Surgery: A Qualitative Study

Abstract

The aim of this study was to identify and explore motivational patterns influencing individuals’ decision-making to undergo cosmetic surgery in Tehran. This qualitative research was conducted using a conventional content analysis approach. Data were collected through semi-structured interviews with 21 individuals who had decided to undergo cosmetic surgery. Participants were selected purposefully, and interviews continued until theoretical saturation was reached. NVivo software was used to analyze the data through open, axial, and selective coding stages. The analysis revealed three major themes: “intrinsic psychological motivations,” “social and cultural pressures,” and “situational and practical factors.” Each theme encompassed several subthemes and open codes that reflected the diverse reasons behind participants’ decisions. Key motivators included dissatisfaction with appearance, social anxiety, social media influences, peer pressure, and financial accessibility. The study highlighted that decisions to undergo cosmetic surgery are shaped by a complex interplay of psychological, social, and contextual factors. These findings offer insights for developing psychological interventions, cultural awareness programs, and public education strategies to foster informed and mindful decision-making.