IMPRESSION MANAGEMENT:Impression Construction, Self-focused IM

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Organizational Psychology (PSY510)

LESSON 15

IMPRESSION MANAGEMENT

Impression management (IM) theory states that any individual or organization must establish and maintain

impressions that are congruent with the perceptions they want to convey to their publics (Goffman, 1959).

The goal is for one to present themselves the way in which they would like to be thought of by the

individual or group they are interacting with. This form of management generally applies to the first

impression.

When we are under scrutiny, we will try to deliberately manage the impressions that others form of us. We

will use self-enhancement to make us seem good, for example through smart dress, careful language, etc.

The alternative is other-enhancement to make the other person feel good, such as with flattery.

For example, watch people being interviewed on TV. Notice how a good interviewer uses other-

enhancement to relax them. Spot how people use self-enhancement to look good.

To some extent, we are constantly managing impressions of others in most social circumstances and of

course we want to look good in interviews. However there are two question that may be asked:

· The extent to which it is ethical and acceptable, both socially and for the interviewers.

· The extent to which it is effective. More impression management does not necessarily mean a

better impression is gained.

Impression management not only happens, it is expected to happen. This can cause a dilemma where the

interviewer either marks you down for not managing impression sufficiently (for example not being smart

enough or not being assertive enough) or managing it too much (low-cut dresses, boasting, exaggeration).

A particular dilemma is where the interviewer expects a certain degree of exaggeration or fabrication and

downgrades what everyone says. If you are truthful and everyone else exaggerates, then you can lose out.

Do manage the impression you make, but do not over-do it (and do not under-do it either).

· Dress tidily (eg. suit and tie) but not over-doing it (eg. bow tie, frock coat).

· Show respect, but show neither aggression nor timidity.

· Do not offer any outright lies.

· Notice your body language, but do not over-control it.

· Show your experiences in a positive light, but do not over-exaggerate.

In sociology and social psychology, impression management is the process through which people try to

control the impressions other people form of them. It is a goal-directed conscious or unconscious attempt

to influence the perceptions of other people about a person, object or event by regulating and controlling

information in social interaction. It is usually synonymous with self-presentation, if a person tries to

influence the perception of his image.

From both a communications and public relations viewpoint, the theory of impression management

encompasses the vital ways in which one establishes and communicates this congruence between personal

or organizational goals and their intended actions which create public perception. The idea that perception

is reality is the basis for this sociological and social psychology theory, which is framed around the

presumption that the other's perceptions of you or your organization become the reality from which they

form ideas and the basis for intended behaviors.

Goffman presented Impression management dramaturgically, explaining the motivations behind complex

human performances within a social setting based on a play metaphor (Dillard et al., 2000). Goffman's work

is written from a symbolic interactionist perspective, emphasizing a qualitative analysis of the interactive

nature of the communication process (Barnhart, 1994).

Two Techniques of Impression Management

Impression Motivation

It may simply be defined as how a boss is made to see an employee. A subordinated would try to present a

picture of himself to the boss, which suits just the needs of the organization and what is expected of him.

For example, when an employee has to meet his boss, he might pay special attention to his dress and take

some time to do his hair. Therefore, he makes a deliberate effort to appear good in front of the boss. This

technique is known as impression management.

Organizational Psychology (PSY510)

Impression Construction

It may be defined as how others are made to see one. In other words, it relates to specific type of

impression that people want to make. For example, someone might want to appear competitive; he or she

may show interest in a competitive sport.

Strategies of Impression Management

Demotion/prevention strategy

This strategy is related to correcting a negative image, when something goes wrong. It is more like

minimizing the responsibility for something which has gone wrong. The demotion-preventative strategy is

characterized by the following:

· Accounts: Employees attempt to excuse themselves. They try to give reasons for something going

wrong; in other words, attributing the wrong to something which was deemed much important to be

done, hence causing the wrong to occur.

· Apologies: It may be considered as the last resort, i.e. when employees find no other way out, they may

apologise to the boss creating an impression that they take the blame and responsibility and ensure that

it shall not happen again.

· Disassociation: It occurs when employees tend to detach themselves from the wrong. They often tend

to exonerate themselves on the account that they had warned about the possible mishap.

Promotion enhancement

It is related to creating a positive or a good image which enhances them. Employees often tend to present

themselves as better than what they actually are.

· Entitlements: Under this approach, employees who feel that due credit have not been given to them for

their achievements tend to elude do the key officials about it.

· Enhancements: This approach is to increase one's share of praise. As employees feel that the credit or

praise they have received for something is not enough, they try to point out the fact to the concerned

people.

· Obstacle Disclosure: This strategy involves illuminating the barriers or obstacles that were faced in

achieving the goals.

· Association: This strategy involves, being seen with the right people at the right time. Therefore, a

perception may be created that the employee is connected with the successful projects.

Three Types of Impression Management

Research suggests three types of impression management techniques are used:

Self-focused IM

Self-promotion is the packaging of one's strengths, especially useful where the individual is not well known

to those who control resources such as promotion. However, self-promotion of successes is seen as risky,

because it can be interpreted as bragging, which may result in a negative reaction by the target. Self-

promotion of ambition is essential for career management, so that managers are aware of this need they

may be too busy to read your mind. But self-promotion is a Catch 22 for ambitious women they are

damned if they do it and damned if they don't.

Manager-Focused IM

Networking upwards and outwards, and building a good relationship with your manager are assertive tactics

to gain approval of senior managers controlling significant rewards. Early use of IM by subordinates in a

supervisory relationship, especially where they are of the same gender as the supervisor is likely to result in

enhanced performance ratings, which is of significance for females managed by males, putting them at a

disadvantage. Cranfield's research shows that women tend to be less instrumental than their male peers in

initiation and maintenance of such relationships.

Job-Focused IM

Many choose to impress through delivery of extra high performance and high commitment, but these have

to be visible to achieve the rewards.

Impression management signals ambition and drive which when coupled with professionalism and

commitment could be a key organisational resource. It is a tool which can benefit the individual, their team,

their manager and the organisation, through highly professional and committed performance, good

organisational citizenship and goal delivery, relationship-building and political/cultural awareness. However,

males seem more willing than females to use upward influence IM as part of their career management. If

Organizational Psychology (PSY510)

women are not noticed, then they may not extend their potential to the full advantage of their employer or

themselves. There is a growing business case for organisations to develop their resource pool of women, as

some investors start to move their funds into companies with visible senior female representation. Women

directors bring new ideas and different perspectives to corporate decision-making on previously all-male

boards, as well as act as role models for those below, enhancing the recruitment and retention of talented

women.

However, both males and females need to be noticed in order for organisations to invest in development

for more senior levels. Managers should not assume that females who do not push themselves forward are

not as ambitious or able as their male peers. Some men and women trust the formal HRM systems to

provide career opportunities, underestimating the importance of informal networks for information about

senior posts. Some individuals with potential do not always realise the importance of "branding" their

values and core strengths to their senior managers. Managers could help their junior staff by clarifying the

kind of performance and commitment which get rewarded, so that they can make better-informed choices.

Perhaps individuals do not want to use IM, but they should know the unwritten penalties for not delivering

and being seen to deliver what the organisation wants and needs.

REFERENCES

· Impression management: From Wikipedia, the free encyclopedia: Retrieved from

http://en.wikipedia.org/wiki/Impression_management

· Impression management courses: Retrieved from:

http://www2.pfeiffer.edu/~lridener/courses/IMPMGT.HTML

· Changing minds articles on impression management: Retrieved from:

http://changingminds.org/explanations/theories/impression_management.htm

FURTHER READING

· Impression Management: http://en.wikipedia.org/wiki/Impression_management

· Social psychology and impression management:

http://www.suite101.com/article.cfm/social_psychology/53283

· Impression management in jobs: http://changingminds.org/disciplines/job-

finding/impression_management.htm

· Branding: http://www.europeanpwn.net/tht_career/articles_indiv_career/im_corporate_branding.pdf

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