Impression Management: An Observational Study Linking Audience Characteristics with Verbal Self-Presentations

Abstract

This study used direct observation to investigate the relationship between audience characteristics and the verbal self-presentational behaviors of 34 school principals. The results revealed that the principals presented themselves differently with high- and low-status, familiar and unfamiliar, and internal and external audiences. Differences in the principals' self-presentations during dyadic and group interactions were also observed. The implications of these findings for research on impression management behaviors and management theory are considered.