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Self-Objectification and Self-Sexualization Behavior within Consumer Culture

Author

Listed:
  • Meysam H. Barzoki

    (University of Eastern Finland)

  • Leila Mohtasham

    (University of Tehran)

  • Mahshid Shahidi

    (University of Tehran)

  • Mohamed Tavakol

    (University of Tehran)

Abstract

Women and girls are subject to numerous sexually objectifying messages with serious consequences for their body and mind. This study is an attempt to demonstrate the consequences of self-objectification and the routine self-sexualization behavior of women within consumer culture. Using self-report online questionnaires and structural equation modeling, it was gathered responses from 381 Iranian married women who use internet on a daily basis. The results show that body surveillance is significant in the process of losing self-esteem, attempts at alleviating it through self-sexualization behavior, and finally the tendency to compulsive buying. The discussion focuses on the implications of these findings to explain the relationship among self-objectification, self-esteem and self-sexualization behavior.

Suggested Citation

  • Meysam H. Barzoki & Leila Mohtasham & Mahshid Shahidi & Mohamed Tavakol, 2017. "Self-Objectification and Self-Sexualization Behavior within Consumer Culture," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 12(2), pages 425-438, June.
    • Handle: RePEc:spr:ariqol:v:12:y:2017:i:2:d:10.1007_s11482-016-9468-5
    DOI: 10.1007/s11482-016-9468-5
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    References listed on IDEAS

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    1. Truong, Yann & McColl, Rod, 2011. "Intrinsic motivations, self-esteem, and luxury goods consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 555-561.
    2. Donnelly, Grant & Ksendzova, Masha & Howell, Ryan T., 2013. "Sadness, identity, and plastic in over-shopping: The interplay of materialism, poor credit management, and emotional buying motives in predicting compulsive buying," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 113-125.
    3. Faber, Ronald J & O'Guinn, Thomas C, 1992. "A Clinical Screener for Compulsive Buying," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 459-469, December.
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    Cited by:

    1. Chiara Rollero, 2022. "Mass Media Beauty Standards, Body Surveillance, and Relationship Satisfaction within Romantic Couples," IJERPH, MDPI, vol. 19(7), pages 1-8, March.
    2. Kristel Anciones-Anguita & Mirian Checa-Romero, 2024. "Sexualized culture on livestreaming platforms: a content analysis of Twitch.tv," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.

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