The influence of maternal self-objectification, materialism and parenting style on potentially sexualized ‘grown up’ behaviours and appearance concerns in 5–8 year old girls

•Many 5–8 year old girls are engaged with ‘teen culture’ and express some appearance concern.•Maternal self-objectification relates to girls' sexualized behaviors and appearance concern.•Maternal materialism relates to girls' sexualized behaviors and appearance concern.•Maternal attributes play a role in the body image and appearance concerns of young girls.

There is widespread concern about young girls displaying ‘grown up’ or sexualized behaviours, as well as experiencing body image and appearance concerns that were previously thought to only impact much older girls. The present study examined the influence of three maternal attributes, self-objectification, materialism and parenting style, on sexualized behaviours and appearance concerns in young girls. A sample of 252 Australian mothers of 5–8 year old girls reported on the behaviours and appearance concerns observed in their daughters and also completed measures of their own self-objectification, materialism and parenting style. It was found that a significant proportion of young girls were engaging with ‘teen’ culture, using beauty products and expressing some degree of appearance concern. Maternal self-objectification was related to daughters' engagement in teen culture, use of beauty products and appearance concern. Maternal materialism was related to girls' engagement in teen culture and appearance concern, while an authoritative parenting style was negatively related to girls' use of beauty products. The findings suggest that maternal self-objectification and materialism play a role in the body image and appearance concerns of young girls, and in so doing, identify these maternal attributes as novel potential targets for intervention.