Investing in the ideal: Does objectified body consciousness mediate the association between appearance contingent self-worth and appearance self-esteem in women?

• Appearance contingent self-worth was associated with low appearance self-esteem.
• Appearance contingent self-worth was associated with body surveillance and body shame.
• Body surveillance and body shame mediated the link between appearance contingent self-worth and appearance self-esteem.

Appearance contingent self-worth has been shown to be associated with low appearance self-esteem but little is known about the role that objectified body consciousness may play in this relationship. The purpose of the present study with 465 female undergraduates was to examine whether objectified body consciousness mediates the association between appearance contingent self-worth and low levels of appearance self-esteem. This was accomplished using a multiple mediation model to examine whether components of objectified body consciousness (i.e., body surveillance, body shame, and control beliefs) play unique roles in the connection between appearance contingent self-worth and appearance self-esteem. Results showed that body surveillance and body shame were significant mediators of the connection between appearance contingent self-worth and low levels of appearance self-esteem. Discussion focuses on the implications of these results for the ways in which appearance contingent self-worth may promote heightened body consciousness and possibly contribute to low levels of appearance self-esteem.