Information processing differences of conversational participants and observers: The effects of self‐presentation concerns and cognitive load

Abstract

This study investigated why conversational participants view their partner more positively than do observers of the conversation. Two factors were hypothesized to account for the positivity bias of participants: self‐presentation concerns and cognitive load. Thirty dyads engaged in a brief conversation and participants subsequently evaluated each other. Observers, assigned to 1 of 4 conditions in a balanced 2x2 (high/low cognitive load by present/absent self‐presentation concerns) design, watched a videotape of one conversation and evaluated one of the conversational participants. Results indicate that cognitive load influenced social competence evaluations yet had minimal influence on affective evaluations. Self‐presentation concerns influenced all evaluations to be more positive; however, its strongest influence was on affective evaluations. Post‐interaction evaluations made by participants and observers were also compared to first impressions of a target (impressions formed after 2—4 seconds of exposure). Evaluations made by participants were significantly more positive than first impressions across all evaluations. Evaluations by observers in the no self‐presentation concerns/low cognitive load condition were more negative than first impressions, although this difference was significant only for the social competence judgments. Implications for theories of person perception and affect are discussed.