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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
Impact of Impression Management on Performance Rating
Ahmed Arif (Corresponding Author)
Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, Islamabad.
Syed Hasan Mohammad Rizvi
Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, Islamabad.
Quaiser Abbas
Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, Islamabad.
Shoaib Akhtar
Assistant Professor, Fatimah Jinnah Women University, Rawalpindi.
Mohammad Imran
Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, Islamabad.
JUNE 2011
VOL 3, NO 2
Abstract
Impression management has gained significant attention of researchers and practitioners all over
the world. Different impression management tactics are used by the employees in the
organizational setting to get a better performance rating. The impact of these impression
management tactics has been analyzed in the current study. Researchers developed a
hypothetical model on the basis of literature review. Banking and telecom sectors of Pakistan
were chosen for this study. The data was gathered from 153 dyads of supervisor and
subordinates. The frequency of different impression management techniques was measured with
the help of an instrument and afterwards these employees were rated by their respective
supervisors. The responses of supervisors and subordinates were matched and analysis was
made. Different impression management techniques are viewed differently by the supervisors.
Some of them are viewed positively like ingratiation and exemplification while intimidation,
self-promotion and supplication have a negative impact on performance rating.
Keywords: Impression management, performance rating, intimidation, ingratiation,
exemplification, self-promotion, supplication
1. Introduction
The area of impression management has gained considerable concentration during the past five
decades. The concept of impression management was firstly presented by Goffman (1959), who
provided a model in which actors perform differently according to the settings and audiences.
The impression management tactics can be useful in controlling their images in others’ mind
(Goffman, 1959; Jones & Pittman, 1982) better influence the situation (Goffman, 1959) and
group dynamics (Kacmar & Carlson, 1999).
According to Kacmar and Carlson (1999) the attempts carried out by the individuals to portray
the desired images in their social networks can be referred to impression management (IM). The
two parties in this definition are actor and target. Actor is the individual who control the flow of
information and present it in a desirable way while the target is the individual or group received
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