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A Conceptual Overview of the Self‐Presentational Concerns and Response Tendencies of Focus Group Participants
Author(s) -
Wooten David B.,
Reed Americus
Publication year - 2000
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0903_2
Subject(s) - presentational and representational acting , psychology , regulatory focus theory , focus group , focus (optics) , extant taxon , social psychology , impression management , scholarship , function (biology) , negative information , marketing , philosophy , physics , evolutionary biology , creativity , political science , law , optics , business , biology , aesthetics
Focus group respondents are often requested to perform tasks that require them to convey information about themselves. However, despite the potential for respondents to have self‐presentational concerns, research on focus group productivity has virtually ignored extant scholarship on impression management. This shortcoming is addressed by presenting a conceptual overview of the effects of self‐presentational concerns on focus group participation. A product of this overview is a conceptual model that posits that the amount and nature of information that people convey about themselves to others is a function of their eagerness to make desired impressions and their subjective probabilities of doing so. According to the model, when focus group participants are highly motivated to make desired impressions, they may be reluctant to present unbiased images of themselves. However, they are not likely to deceive unless they are confident in their abilities to ascertain and enact desired images. Those who are motivated to make desired impressions but are doubtful of doing so are likely to protect themselves by concealing self‐relevant information or avoiding self‐relevant issues. Implications of this model for research and practice are discussed.