Self-Objectification and Alcohol Use in Young Adult College Women

Few studies have explored factors contributing to women’s increasing alcohol consumption and associated consequences. One potential gender-relevant factor is self-objectification or the perspective toward the self where the body is primarily valued for its appearance and sexual appeal (Fredrickson & Roberts, 1997). In the current study, we investigated the link between self-objectification and young adult college women’s alcohol use as well as alcohol use prior to casual sexual activity or “hooking up.” In addition, we examined novel explanatory (i.e., sexual self-esteem, body consciousness during sexual activity, alcohol sexual enhancement expectancies) factors in predicting young adult college women’s drinking behaviors via a parallel-serial multiple mediation model. We recruited participants (N?=?518; 85% White, 74% heterosexual) via a psychology department human research pool and Facebook advertisements to complete an online survey. Results revealed that self-objectification was positively correlated with alcohol use and alcohol use prior to hooking up. In addition, self-objectification was indirectly related to alcohol use through sexual self-esteem and alcohol sexual enhancement expectancies, as well as indirectly related to alcohol use prior to hooking up through alcohol sexual enhancement expectancies. None of our theorized three-stage mediation chains linking self-objectification to alcohol use behaviors were significant. These findings highlight the potential negative role of self-objectification in women’s health and the importance of focusing on alcohol sexual enhancement expectancies in intervention strategies.