Impression management is defined as controlling how one is seen by others. Most of the important outcomes in life, including friends, romantic partners, job opportunities, and happiness, are contingent on how one is perceived in social situations. Since the 1950s scholars across multiple disciplines of social science have noted the importance of impression management and have developed key theoretical interpretations and taxonomies of how, why, and for whom impression management occurs and whether it is likely to have its intended effect. Virtually any behavior can be used for impression management purposes, and the desired outcomes range from positive, when the behaviors are intended to be seen in a favorable light, to negative, when the behaviors are intended to be seen in an unfavorable light.
Although impression management has been relatively free of controversy as a scholarly topic, some disagreements have formed around the ethics of managing impressions, how to best measure impression management, and whether impression management explains some of the more venerable topics in social science such as prosocial behavior, cognitive dissonance, and moral judgment. A typical episode of impression management occurs when an actor performs an act in the hope of influencing targets in a certain way, and scholarly work has noted the importance of the target in this process since the target is not only the audience who judges the actors’ performances but also the critic who provides the actors with feedback that can be used in subsequent performances. Other work has investigated how easy it is to mismanage an impression, such as when “humble bragging” and giving “backhanded compliments.”
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