Objectified conformity: working self-objectification increases conforming behavior*

The present work explores whether self-objectification triggered by doing peculiar work activities would increase people’s conforming behavior. We conducted an experimental study in which participants (N = 140) were asked to perform a high objectifying activity (vs. low objectifying activity vs. baseline condition) simulating a real computer job. Afterwards, their levels of self-objectification and conforming behavior were assessed. Results revealed that participants who performed the high objectifying activity self-objectified (i.e., perceived themselves as lacking human mental states) more than the other conditions and, in turn, conformed more to the judgments of unknown similar others. Crucially, increased self-objectification mediated the effects of the high objectifying activity on enhancing conforming behavior. Theoretical and applied implications of these findings are discussed