Compliance with COVID-19 safety measures: A test of an objectification theory model

In the present paper, we tested an objectification theory model including compliance with COVID-19 safety measures as an outcome. Safety measures recommended by governments and health organizations include monitoring one’s body and interpersonal and social distance from others. We contend that the diffuse safety anxiety stemming from sexual and self-objectification encourages targets to broadly adopt behaviors that protect against body-based dangers, including COVID-19. Accordingly, safety anxiety should predict greater compliance with COVID-19 safety measures. U.S. residents (N = 501) were recruited online and completed measures of sexual objectification, self-objectification, safety anxiety, appearance anxiety, and COVID-19 safety compliance. Two-step mediation analyses revealed a positive indirect effect of sexual objectification on safety anxiety through internalization of observers’ perspectives (self-objectification Factor 1); in turn, there was a positive indirect effect of internalized others on COVID-19 body-based safety compliance through safety anxiety. Moreover, women (vs. men) reported higher levels of sexual objectification, internalization of observers’ perspectives, safety anxiety, appearance anxiety, and COVID-19 safety measure compliance. Not only is safety anxiety relevant to cautionary behaviors protective against sexual objectification threat, but it also predicts compliance with measures that reduce the risk of contracting COVID-19. Implications for objectification theory are discussed.