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Attitude toward behavior Subjective Intention Behavior norms 44 Perceived behavioral control Figure 1: Theory of planned behavior (Ajzen 1991: Ajzen and Fishbein, 1980) The theory of planned behavior postulates three conceptually independent determinants of intention: (1) attitude toward the behavior - refers to the degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior. (2) subjective norm. refers to the perceived social pressure to perform or not to perform the behavior, and (3) behavioral control - refers to the perceived ease or difficulty of performing the behavior and it is assumed to reflect past experience as well as anticipated impediments and obstacles (Ajzen 1991: Ajzen and Fishbein, 1980). Authors developed questionnaire in order to measure direct constructs of TP8 related to the intention to use cosmetic surgery services Questionnaire was distributed to 631 people in period from February to March of 2014th. Of all respondents, 53.7 percent were woman and 46,3 percent were man (M = 1.46, SD - 499). years between 20 and 63 (M = 31.61, SD - 10.139). Most of them (93.2%) never had cosmetic surgery before (M = 1.93, SD - 252), but 81.2 percent, knew someone who had (M = 1.19, SD - 394). For the analysis of data obtained from the questionnaire was used SPSS software. Respondents attitude toward cosmetic surgery services was measured using nine semantic differential scales (Undergoing cosmetic surgery would be healthy: Undergoing cosmetic surgery would be useful Undergoing cosmetic surgery would be profitable; Cosmetic surgery would help me feel more satisfied: Cosmetic surgery would help me feel more confident) scored from 3 to +3 (a - 913). Subjective norms was measured using four items (Opinion of people close to me is important when deciding on cosmetic surgery, I think that my family and close friends would support me to undergo cosmetic surgery: I think that my partner would support me to undergo cosmetic surgery) scored from 3 to +3 (a = 775). Perceived behavioral control was measured using two items (If I had the money. I would undergo a cosmetic surgery, I expect to be able undergo some cosmetic surgery in the future) scored from 3 to +3 (a = 909) Intention to undergo cosmetic surgery was measured using twelve items (.e. I would like to undergo cosmetic surgery, i intend to undergo cosmetic surgery, I would like to undergo cosmetic surgery soon; intent to undergo cosmetic surgery soon: I would undergo cosmetic surgery in order to remove some congenital defect) scored from 3 to +3 (a 904). The variable score was calculated for each construct by obtaining the mean score for all questionnaire items included under that construct. On fig. 2 is represented by the structural model intentions to undergo cosmetic intervention