Impression Management

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The desire to make favorable impression on others is a strong one, so most of us do our best to look good to others. These efforts are worth the trouble. Persons who can perform impression management successfully do often gain important advantages in many situations. Impression Management (IM) is the goal-directed activity of controlling or regulating information in order to influence the impressions formed by an audience. Through impression management, people try to shape an audience's impressions of a person, object, event, or idea. When people are trying to control impressions of themselves, as opposed to other people or entities, the activity is called self-presentation. Impression Management methods are often used during job interviews that the organization conduct with applicants for various jobs in order to choose the best candidates. This paper emphasizes on IM use and Effectiveness in Job Interviews which involves the influence of personality, strength of the situation and its implication on practice. On an average 33% of employees attempt to change their personality to fit in an interview. 4 out of 10 employees have a different view of their boss’s personality now to the one they saw at the interview. This paper discusses about the tactics of IM which can be followed in the job interviews wherein individuals who are high in self-monitoring are more likely than individuals who are low in self-monitoring to engage in impression management tactics. It talks about the art of self-branding. In individual level, brand symbolism provides moderation effects for in-group and out-group association. For in-group, symbolic brand has a stronger communicating effect than non-symbolic brand; for out-group, only symbolic brand used to differentiate one from out-group. Keywords: Impression Management, Self-Presentation, Self-Monitoring, Self-Branding, In-Group, Out-Group. -------------------------------------------------


* Final year MBA Students, Oscar Business School, Vellore.
Almost every organization uses an interview for making employment decisions. Hiring managers, and others conducting interviews are well aware of interviewee use of “impression management” —applicants’ attempts to create a favorable impression. Some typical examples of impression management during interviews include verbal self-promotion (“I’m a very hard worker”), adjustment of non-verbal behaviors (smiling, welcoming body posture), and “looking the part” (wearing professional clothing).


Some people are sensitive to how other sees them, whilst others are not. People who are high self-monitors constantly watch other people, what they do and how they respond to the behavior of others. Such people are hence very self-conscious and like to 'look good' and will hence usually adapt well to differing social situations. On the other hand, low self-monitors are generally oblivious to how other see them and hence march to their own different drum.

Self-monitoring is a contribution to the psychology of personality, proposed by Mark Snyder in 1974. The theory refers to the process through which people regulate their own behavior in order to "look good" so that they will be perceived by others in a favorable manner. It distinguishes between high self-monitors, who monitor their behavior to fit different situations, and low self-monitors, who are more cross-situationally consistent.


Branding can be described as many things, but its best defined as a promise; a promise of the value of the product; a promise that the product is better than all the competing products; a promise that must be delivered to be successful. Branding is the combination of tangible and intangible characteristics that make a brand unique. Branding is developing an image -- with results to match.

Branding (some call it...
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