Another Indirect Tactic of (Self-) Image Management

Abstract

Indirect tactics of image management are self-presentational techniques that manage information not about oneself but about one's associations. Prior work has documented several indirect techniques, such as "basking" in the reflected glory of another's success and "blasting" the accomplishments of one's rival. The present research found evidence for another indirect image management tactic: "boosting," wherein an individual confronted with a personal connection to another, especially a negative other, elevates aspects of the other's character. In the first study, subjects who became aware that they were born on the same day and month as a maligned historical figure (Rasputin, the "Mad Monk of Russia") significantly softened their views of his negativity. This was the case even though they thought that no one else knew of the birth date connection, suggesting that the tactic was performed for reasons of private rather than public regard. A second study replicated these findings regardless of whether subjects encountered the birth date connection before or after reading about Rasputin's negative traits. The results are interpreted in terms of the balance theory concept of unit connections.