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The Cognitive Effects of Cosmetic Surgery Reality Shows •Fi from a Priming Perspective University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 8-2009 The Cognitive Effects of Cosmetic Surgery Reality Shows – From a Priming Perspective Shu-Yueh Lee University of Tennessee - Knoxville Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Part of the Communication Commons Recommended Citation Lee, Shu-Yueh, "The Cognitive Effects of Cosmetic Surgery Reality Shows – From a Priming Perspective. " PhD diss., University of Tennessee, 2009. https://trace.tennessee.edu/utk_graddiss/58 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Shu-Yueh Lee entitled "The Cognitive Effects of Cosmetic Surgery Reality Shows – From a Priming Perspective." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Doctor of Philosophy, with a major in Communication and Information. Catherine Luther, Major Professor We have read this dissertation and recommend its acceptance: Naeemah Clark, Barbara Kaye, William Seaver Accepted for the Council: Carolyn R. Hodges Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) To the Graduate Council: I am submitting herewith a dissertation written by Shu-Yueh Lee entitled “The Cognitive Effects of Cosmetic Surgery Reality Shows – From a Priming Perspective.” I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Communication and Information. ______________________________ Catherine Luther, Major Professor We have read this dissertation and recommend its acceptance: __________________________ Naeemah Clark __________________________ Barbara Kaye __________________________ William Seaver Accepted for the Council: _____________________________ Carolyn R. Hodges Vice Provost and Dean of the Graduate School The Cognitive Effects of Cosmetic Surgery Reality Shows – From a Priming Perspective A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville Shu-Yueh Lee August 2009 Copyright © 2009 by Shu-Yueh Lee All rights reserved ii Dedication This dissertation is dedicated to my mother, Hsueh-Yu Chen (陳雪玉), who never stops supporting and encouraging me to pursue my dreams. iii Acknowledgment I would like to express my sincere gratitude to my committee chair, Dr. Catherine Luther, for her guidance and support throughout my research and dissertation process. I also would like to thank my program advisor, Dr. Naeemah Clark, for her support and encouragement throughout my study, Dr. William Seaver, for his efforts in guiding the statistical analyses and Dr. Barbara Kaye, for her valuable input to my dissertation. Finally, I am thankful for everyone who supported and helped me complete this dissertation and my doctoral program, especially my parents, husband, sisters, younger brother, and friends. iv Abstract This study applied priming theory to investigate the cognitive effects of cosmetic surgery reality shows. An experimental design was utilized to demonstrate the effects of cosmetic surgery reality shows on viewers‟ perceptions regarding cosmetic surgery, physically unattractive people, and the beliefs of beauty. One experimental group was exposed to cosmetic surgery reality shows and two control groups were exposed to non-cosmetic surgery reality shows. This study found strong and assimilative priming effects. After being primed with cosmetic surgery reality shows, viewers perceived greater benefits of cosmetic surgery in terms of competitiveness, confidence, appearance, happiness, and attractiveness. They also perceived lower surgical risks and perceived good-looking people as more privileged in romantic relationships and in the job market. Meanwhile, physically unattractive people were considered as being disadvantaged in social relations. Habitual makeover show viewing had no effects on the perceived benefits and risks of cosmetic surgery. It had more profound effects on perceptions of physically unattractive people and the power of beauty. Body anxiety, unexpectedly, did not moderate the effects of exposure to cosmetic surgery reality shows. v Table of Contents Chapter Page CHAPTER 1 ................................................................................................................................... 1 INTRODUCTION .......................................................................................................................... 1 Background of Study .................................................................................................................. 3 Problem Statement .................................................................................................................... 10 CHAPTER 2 ................................................................................................................................. 13 LITERATURE REVIEW ............................................................................................................. 13 Theoretical Frameworks ........................................................................................................... 13 Research Question and Hypothesis ........................................................................................... 50 CHAPTER 3 ................................................................................................................................. 53 METHODOLOGY ....................................................................................................................... 53 Research Design........................................................................................................................ 56 Analysis Procedure ................................................................................................................... 64 CHAPTER 4 ................................................................................................................................. 73 RESULTS ..................................................................................................................................... 73 CHAPTER 5 ............................................................................................................................... 109 DISCUSSION AND CONCLUSION ........................................................................................ 109 Limitations .............................................................................................................................. 119 Future Studies ......................................................................................................................... 120 REFERENCE .............................................................................................................................. 122 APPENDIXES ............................................................................................................................ 141 vi APPENDIXES ............................................................................................................................ 141 Appendix B: MANOVA Test on the Characteristics of Participants within Groups ............. 147 Appendix C: PCA on the Stereotypes of Physically Unattractive People and Beliefs of the Power of Beauty (Robust, Varimax Rotation) ........................................................................ 148 Appendix D: PCA on the Perceived Benefits and Risks of Cosmetic Surgery ...................... 149 (Robust, Varimax Rotation) .................................................................................................... 149 Appendix E: PCA Validation on the Perceived Benefits and Risks of Cosmetic Surgery ..... 150 (Robust, Varimax Rotation) .................................................................................................... 150 Appendix F: PCA Validation on the Stereotypes of Physically Unattractive People and Beliefs of the Power of Beauty (Robust, Varimax Rotation) .............................................................. 152 Appendix G: Hotelling‟s T2 Test on Contrasts ....................................................................... 154 Appendix H: Completed Version of Hierarchical Multiple Regression Table H1 – H13 ...... 155 VITA ........................................................................................................................................... 168 vii List of Tables Table Page Table1. Hierarchical Linear Regression on Perceived Benefit regarding Confidence……………………………………………………………….. 74 Table 2. Hierarchical Linear Regression on Perceived Benefit regarding Appearance……………………………………………………………….. 76 Table 3. Hierarchical Linear Regression on Perceived Benefit regarding Competitiveness…………………………………………………………... 77 Table 4. Hierarchical Linear Regression on Perceived Benefit regarding Happiness…………………………………………………………………. 78 Table 5. Hierarchical Linear Regression on Perceived Benefit regarding Attractiveness…………………………………………………………….
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