The self on display: The impact of self‐objectification on luxury consumption

Abstract Self‐objectification, the tendency to perceive oneself predominantly through the lens of physical appearance, has been a focal point of study in psychology and mental health fields. Yet, its intersection with marketing and consumer behavior remains underexplored. This study endeavors to fill this gap, unveiling self‐objectification as a novel driver behind the consumption of appearance‐related luxury goods. Such a tendency is hypothesized to arise from the heightened self‐presentation motivation prevalent among those exhibiting self‐objectification. Through three empirical experiments, we validate this connection, emphasizing a strong association between self‐objectification tendencies and luxury consumption, especially for appearance‐related products, with self‐presentation motivation mediating this relationship. Theoretically, our study integrates self‐objectification into the marketing area, linking it to consumer behaviors and enriching the prevailing literature while indicating directions for future research. From a practical perspective, our results offer important insights for luxury brand management. Moreover, by clarifying the impact of self‐objectification on purchasing behaviors, we aim to promote more informed consumer decision‐making.