PSYCHOSOCIAL WELL-BEING AND PATIENT SATISFACTION AFTER BREAST AUGMENTATION: MOTIVATION, BODY IMAGE, AND THE ROLE OF MARKETING COMMUNICATION

Abstract

Background: Breast augmentation is one of the most commonly performed aesthetic procedures worldwide. Decisions regarding the surgery are shaped not only by physiological factors but also by psychological, social, and communication determinants. Despite the growing popularity of the procedure, limited attention has been paid to the post-operative evaluation of patient satisfaction and to the influence of clinical marketing communication interpreted through the Elaboration Likelihood Model (ELM).

Methods: A quantitative cross-sectional survey was conducted among 151 women aged 20–55 who underwent aesthetic breast augmentation at least six months prior to data collection. The survey combined the BREAST-Q Augmentation Module (Psychosocial Well-being scale) with eight custom items evaluating the impact of clinical marketing communication, classified into central (rational) and peripheral (emotional) cues according to ELM. Descriptive statistics, correlation, regression, and chi-square tests were applied to identify predictors of high versus low satisfaction.

Results: The mean Rasch-transformed Psychosocial Well-being score was 77.4 (SD 11.5), confirming a high level of post-operative satisfaction. Primary motivation for surgery was physical changes after pregnancy and breastfeeding (71.6%), with secondary motives including self-perceived dissatisfaction (13.5%) and social influence (5.4%). Emotional communication cues (patient stories, authenticity, clinic atmosphere) were more influential in decision-making than rational cues (detailed comparisons and factual explanations). Hypothesis testing confirmed that the impact of emotional cues decreases with educational level (H1), whereas the impact of rational cues increases with educational level (H2). Emotional cues demonstrated stronger associations with post-operative psychosocial outcomes, while rational cues supported informed decision-making and confidence in the choice.

Conclusions: Breast augmentation significantly improves psychosocial well-being and self-perception. Clinical marketing communication affects both the decision-making process and post-operative satisfaction. A balanced approach combining authentic emotional elements with clear rational information is recommended to enhance patient satisfaction and trust. The findings highlight the relevance of ELM-based communication for aesthetic surgery and suggest avenues for longitudinal and multicenter research on psychosocial outcomes and personalized pre-operative communication.