Issues in the practice of cosmetic surgery: consumers' use of information and perceptions of service quality.

The information sources consumers use and consumers' perceptions of the quality of services they receive are examined in the context of breast augmentation surgery. Consumers who received breast implants for reconstructive purposes (i.e., after a mastectomy) were compared with those who received them solely for cosmetic purposes. Implications for health care marketers at a time of federal scrutiny are discussed.