dc.contributor.advisor | Sandıkçı, Özlem | |
dc.contributor.author | Tarı, Berna | |
dc.date.accessioned | 2016-01-08T18:04:35Z | |
dc.date.available | 2016-01-08T18:04:35Z | |
dc.date.issued | 2008 | |
dc.identifier.uri | http://hdl.handle.net/11693/14677 | |
dc.description | Ankara : The Department of Managament, Bilkent University, 2008. | en_US |
dc.description | Thesis (Ph.D.) -- Bilkent University, 2008. | en_US |
dc.description | Includes bibliographical references leaves 228-254. | en_US |
dc.description.abstract | Intrigued by an increase in demand for aesthetic operations all over the
world, this study offers an in-depth investigation of plastic surgery as a
consumption phenomenon. First, it looks at how local and global notions of the
beautiful are negotiated in Turkey through consumption and marketing of
aesthetic operations. Second, it looks at the nature of a service relationship
formed between the surgeon and the patient-consumer, and how this
relationship is constructed and maintained. Gazi University Hospital was chosen
as the ethnographic research site.
Results indicate that beauty is perceived as something that individuals
improve, upgrade, and refine through time. Potential patients tend to have one
of two ideals: The individual’s own younger appearance or someone else’s
appearance. The ideal presented in the media is changing, making the target
both difficult to achieve and difficult to catch. Here it is also possible to talk
about a marketing process initiated and maintained by doctors and aesthetic
medical companies at a global level. Neither the dominant logic nor the new
logic of marketing can satisfactorily explain patient-consumers’ behavior in this
context, where boundaries for the product cannot be established and there is
considerably higher risk compared to other purchasing situations. It is possible
to talk about doctor branding in this context, where brand positioning and brand
image cannot be static since doctors are also people. Moreover, patient
satisfaction has longitudinal and interpersonal characteristics since it involves
the approval of others. | en_US |
dc.description.statementofresponsibility | Tarı, Berna | en_US |
dc.format.extent | xi, 278 leaves, illustrations | en_US |
dc.language.iso | English | en_US |
dc.rights | info:eu-repo/semantics/openAccess | en_US |
dc.subject | Beauty | en_US |
dc.subject | Medicine | en_US |
dc.subject | Service | en_US |
dc.subject | Globalization | en_US |
dc.subject | Plastic Surgery | en_US |
dc.subject | Body | en_US |
dc.subject.lcc | HQ1220.T9 T37 2008 | en_US |
dc.subject.lcsh | Surgery, Plastic--Social aspects--Turkey. | en_US |
dc.subject.lcsh | Body image--Social aspects--Turkey. | en_US |
dc.subject.lcsh | Feminine beauty (Aesthetics) | en_US |
dc.subject.lcsh | Beauty, Personal--Psychological aspects--Turkey. | en_US |
dc.subject.lcsh | Self-esteem in women. | en_US |
dc.title | Exploring local and global ideals of beauty in Turkey : discourses and practices of plastic surgery patients and physicians | en_US |
dc.type | Thesis | en_US |
dc.department | Department of Management | en_US |
dc.publisher | Bilkent University | en_US |
dc.description.degree | Ph.D. | en_US |