Impression management goals and job candidate’s race: A test of competing models

Abstract

The trade-off effect—the tendency to downplay a stereotypical social dimension (e.g., warmth) to increase a positive impression by conveying an opposing dimension (e.g., competence)—is well established. However, promoting stereotypical perceptions may amplify positive impressions by conforming to the evaluator’s expectations (i.e., the joint effect). To better understand the impacts of race-related impression management goals, we test these competing propositions through two studies. Study 1 shows that people tend to evaluate others more positively when the others appeal to stereotypical characteristics, supporting the joint effect: White candidates are perceived more positively when they exude competence whereas positive impressions are higher when Black candidates demonstrate warmth. Study 2 assesses the underlying mechanism and the boundary condition of this impact and found that the interaction effects between impression management strategies and race influence positive evaluations of candidates through perceived warmth and competence.