Identity shift effects of personalization of self-presentation on extraversion

Abstract

ABSTRACT Research has noted an individual’s deliberate mediated self-presentation can transform subsequent self-perceptions, a process known as identity shift. Guided by the masspersonal communication model as a framework, the present study extends extant identity shift research by considering how the personalization of that self-presentation influences self-transformative processes. An experimental study (N = 103) utilized a 2 (self-presentation: introverted or extraverted) × 3 (message personalization: nonpersonalized, ambiguous, or personalized) design to study the effects of self-presentation on subsequent self-perceptions. Results of between-groups analysis revealed a significant main effect of self-presented trait. Moreover, constructing a more personalized self-presentation resulted in greater subsequent perceptions of the individual’s extraversion; but not so much that it overrode the effect of the self-presented trait. Individuals presenting as extraverts became more extraverted as their self-presentations were more personalized; and individuals presenting as introverts became less introverted as a result of their self-presentation as it was more personalized. Findings are discussed with respect to identity shift, the masspersonal communication model, and online self-presentation.