Impression Management.ppt

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  • 5/19/2018 Impression Management.ppt


    Impression ManagementPerception of self image & behaviour

    Presentation by

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    This leads us to


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    What is impression management?

    Impression management refers to the activity of controlling information in order to

    steer others opinions in the service of personal or social goals.

    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 the public (Erving 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.

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    Tactics of Impression Management/ Self


    1. Ingratiation: This is a class of strategic behaviors illicitly designed to influence a

    particular other person concerning the attractiveness of one's personal qualities.

    The goal of ingratiator is being likeable. This involves complimenting another

    person or indulging in flattery with certain amount of credibility and honesty. It also

    involves conforming, another persons view point. It has been observed that we like

    people who think or act like us.

    2. Intimidation: In this strategy the person arouses fear among others to get the work

    done. He does not care about being likeable, all he wants is to control others and

    exercise his powers.

    3. Self- promotion: This is a kind of advertising. The self-promoter wants to be seen as

    competent in certain areas. He may acknowledge minor flaws in his skills while

    emphasizing stronger points of his personality.

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    4. Exemplification: In this strategy, the person tries to elicit the impression of moral

    worthiness and integrity while creating a feeling of guilt among others. When a

    person says, I will finish this work even if I fall sick but you go and enjoy. he is

    using this strategy.

    5. Supplication: In this strategy the person advertises his weaknesses in order to get

    sympathy. The person portrays himself as helpless to get the help from others.

    Although, a person may use all the five tactics on different occasions, some people

    specialize in one or two tactics. Sometimes they use more than one strategy to

    influence others. Self-presentation tactics seem to be a matter of selecting certaincharacteristics and omitting others rather than a deliberate deception. Some

    people may stick to one tactic for so long that it may become a consistent aspect

    of their personality.

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    Some situations where we use IM

    Organisations that adopt IM methods

    - ABG (value driven)

    - Tatas (trustworthy, family),

    - Accenture (High-performance, Delivery)

    At a party/ social gatheringAt an interview

    In our MBA classAt our office/ work space

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    Some popular case studies of IM

    Vijay Mallya

    Business Tycoon


    Successful (constantly in news because of his

    new acquisitions, brand/ product launches,


    Stylish (always impeccably dressed whether

    its formal business-dos or casual McDowells


    Flamboyant Flaunts the best of suits,

    shoes, sun-glasses, cars, cigars, Lionel Richie

    for a private birthday party!

    Socialite seen with Page 3 and Bollywoodas well as international celebrities (like

    Rolling Stones)

    Technique - Self Promotion, Ingratiation,


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    Narayan Murthy

    Founder of Infosys, Software Engineer


    Simple, Hardworking, Focused man from

    the South Of India

    Example of dare to dream, thus being arole model for many Indians

    Dresses in formal but simplistic styled

    suits/ casuals. Does not indulge in

    fashion or trends

    Stays away from glamour, Bollywood or

    any such associations Does not talk about his honours/

    accolades until asked

    Wife is involved in a lot of social projects

    Technique Self Promotion/ Exemplification

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    An individual might exhibit such different behavior not only because of his own

    desire to be viewed somewhat differently by his public, but also because his public

    (friend, family, colleagues, et) havedifferent expectations or demands regarding

    what sort of person you should be

    Impression management is not risk free.

    Becoming excessively concerned over

    others opinions can cause anxiety, thereby increasing health problems. And

    engaging in highly deceptive forms of impression management runs the risk that

    people will see through the act

    Thus engaging in impression management can help to ensure that socialinteractions go smoothly

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    In conclusion

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    Therefore, what you see,

    is not always what it is!

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    Thank you!