A test of objectification theory: Effect of the male gaze on appearance concerns in college women.

his study extends the research on objectification theory by examining the effect of anticipating a male or female gaze on appearance-related concerns in 105 female undergraduates. Gaze anticipation was manipulated by having participants believe they would be interacting with a man or woman before completing several self-report measures. Results demonstrated that anticipating a male gaze produced significantly greater body shame and social physique anxiety than anticipating a female gaze, while no differences were observed for dietary intent. Discussion centers on the pervasiveness of the experience of self-objectification and the implications of these findings for future research.