Abstract
Integrating theorizing from the terror management health model with research on the objectification of women’s bodies, we present a novel framework for understanding reactions to breasts in the context of breast cancer: adaptive self-objectification. We suggest that, despite evidence that objectifying the body has harmful consequences for women, viewing the breasts as objects has the potential to lead to positive outcomes in the context of breast health and cancer. We find evidence for this in the context of mass communication about breast cancer screening, in women’s willingness and comfort with engagement in breast cancer screening, and in the decisions women make with respect to cancer treatment (e.g. mastectomy). We conclude with a call to action for research to examine the impact of objectification of the breasts on screening behavior and treatment decisions, and consider how adaptive self-objectification can be encouraged, with the aim of saving lives.