We do it more often than we notice. Our tone shifts when we meet someone new, our sentences become more polished in a job interview, and we may spend far too long choosing a photo that “represents us” on social media. The common thread is simple: we are trying to manage the impression we leave on other people.
In psychology, this is called impression management—the process of shaping how others perceive us. It can sound like “putting on an act,” but most of the time it reflects a basic social need: to be understood, accepted, trusted, respected, or chosen. In other words, it is part of how we navigate social life.
Is Social Life A Stage?
A classic starting point here is Erving Goffman. Goffman described everyday social interaction using a theatrical metaphor: we behave as if we are on a stage, adjusting what we show and what we hide depending on the audience. Someone who is relaxed among friends may become far more controlled in a formal meeting. That does not necessarily mean they are being fake—it often means they are adapting to context.
Goffman’s well-known distinction between front stage and back stage is useful. On the front stage (in public view), we manage our performance more carefully. Back stage, we typically allow ourselves to be less filtered and more at ease.
Why Do We Manage Impressions More In Some Situations?
Leary and Kowalski proposed a two-component model that makes the process easier to understand:
1. Impression Motivation
“How important is it for me to make a certain impression?”
When the stakes are high—like in an interview—motivation increases because the outcome matters.
2. Impression Construction
“What image do I want, and how do I create it?”
Here people use tools ranging from clothing and speech style to body language and social media choices.
So impression management is not only about “looking good.” It also reflects a quiet cost–benefit calculation shaped by context, risk, and reward.
Do People Use Different Strategies?
Yes. Jones and Pittman offered a practical framework for strategic self-presentation. People may aim for different images depending on their goals:
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Ingratiation: trying to appear likable, warm, cooperative
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Self-promotion: trying to appear competent and capable
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Exemplification: trying to appear morally admirable or highly dedicated
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Intimidation: trying to appear strong, tough, or threatening
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Supplication: trying to appear needy or deserving of help
None of these strategies is automatically “good” or “bad.” Context determines how they are interpreted. A style that works well among friends may backfire in a professional setting—and vice versa.
Job Interviews: Ability Or Perception?
Job interviews are among the clearest “stages” for impression management, because first impressions can meaningfully shape outcomes.
Research shows that applicants do use self-presentation tactics during interviews, and these tactics can influence interviewers’ ratings. But there is a critical caveat: doing well in an interview is not always the same as performing well on the job. Barrick and colleagues discuss this gap and suggest that impression tactics can be especially influential in less structured interviews.
Meta-analytic work also supports the idea that impression management relates to interview ratings, while emphasizing that the strength of this relationship can vary depending on design factors (for example, how structured the interview is, how impression tactics are measured, and who is doing the rating) (Peck & Levashina).
In plain terms, an interview often tests not only what you know but also how you come across.
The “Mask” Is Not Only Verbal: Emotional Labor
Impression management is not limited to words and credentials. Sometimes it operates through emotional display. Arlie Hochschild’s concept of emotional labor captures this well: in many service roles, a friendly expression is not just a personal choice—it can be an occupational requirement. Even if you feel exhausted, stressed, or upset, you may be expected to look calm and pleasant.
Over time, this can become psychologically costly. In these cases, the “mask” is not merely a social strategy; it is increasingly shaped by organizational expectations.
Social Media Makes It More Complex
Social media amplifies impression management and changes its form. Hogan distinguishes between performances (live, synchronous interaction like commenting or messaging) and exhibitions (more durable, curated content like profiles and posts). Online self-presentation is often less about a single moment and more about the accumulated “portfolio” of what remains visible.
Marwick and boyd add another challenge: context collapse. One post can be seen by friends, family, classmates, colleagues, and strangers at the same time. Instead of one clear audience, there are many. As a result, people often try to speak to an “imagined audience” that feels safe—making online self-presentation more controlled and carefully curated.
Where Is The Limit?
Impression management can be a normal—and sometimes necessary—social skill. The difficulty often begins when the gap between the front stage and the back stage grows too wide, or when a person feels stuck on the front stage with no space to relax and recover.
A realistic conclusion might be this: impression management is part of social life, but the healthiest version of it is the one that helps a person reach social goals without losing access to an authentic back stage.
References
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Goffman, E. (1959). The Presentation of Self in Everyday Life.
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Leary, M. R., & Kowalski, R. M. (1990). Impression management: A literature review and two-component model. Psychological Bulletin.
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Jones, E. E., & Pittman, T. S. (1982). Toward a general theory of strategic self-presentation.
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Hochschild, A. R. (1983). The Managed Heart: Commercialization of Human Feeling.
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Barrick, M. R., Shaffer, J. A., & DeGrassi, S. W. (2009). Self-presentation tactics and ratings of interview and job performance. Journal of Applied Psychology.
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Peck, J. A., & Levashina, J. (2017). Impression management and interview and job performance ratings: A meta-analysis. Frontiers in Psychology.
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Hogan, B. (2010). The presentation of self in the age of social media.
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Marwick, A. E., & boyd, d. (2011). Context collapse and the imagined audience. New Media & Society.