Effects of Sexual Objectification on Conspicuous Consumption and Materialism

Few studies have examined the effect of sexual objectification on consumption and materialism. We addressed this gap in the literature by examining whether sexual objectification is related to conspicuous consumption and materialism. More specifically, we attempt to answer the following questions: “What are some of the major antecedents of conspicuous consumption and materialism?” and “Is there any relationship between conspicuous consumption and materialism?” Using a quantitative approach, a multistage and cluster sampling method, and self-report questionnaires, we gathered responses from 362 young females living in Iran, as a developing country governed by Islamic codes. Participants completed self-report measures of the following variables: interpersonal sexual objectification scale (ISOS), body surveillance, body shame, conspicuous consumption, and materialism. Results showed that conspicuous consumption was significantly related to materialism. Regression analyses also indicate that body surveillance, as the main variable of self-objectification, had the highest impact on conspicuous consumption. Finally, according to our findings, conspicuous consumption was the main antecedent for materialism. The following study provides evidence for the negative effects of objectification on consumption and materialism.