Two indirect tactics of image management: Basking and blasting.

Abstract

The impression-management techniques of basking and blasting were examined in a pair of field studies. These techniques were characterized as indirect rather than direct tactics of self-presenta tion because they can be seen to influence one's image in the eyes of observers, not through the direct presentation of information about oneself but rather through the presentation of positive or negative information about something with which one is merely associated. In both experiments, it was found that after experiencing a visible personal failure, subjects enhanced the asserted quality of their home university (basking) and devalued the asserted quality of a rival university (blasting). Further, Experiment 2 showed that conditions designed to produce increasing levels of image damage resulted in increasing amounts of subsequent basking and blasting. It is suggested that because of a tendency within observers for cognitive balance, individuals highly desirous of increased public prestige arrange to be positively connected with positive things and negatively connected with negative things in the observers' eyes. Implications of these findings for the area of intergroup relations are discussed. The tendency to bask in reflected glory (BIRG) has been suggested by Cialdini et al. (1976) as an image-management tactic. They argued that individuals often seek to display their connections with highly successful others to gain the esteem of observers to these connections. They argued further that the attempt to bask in the reflected glory of a successful other occurs even when the BIRGer can claim no responsibilit y for the other's success. Thus, even the most tenuous connections between an individual and a successful other are candidates for public presentation in the pursuit of enhanced prestige. It is not uncommon, for instance, to hear people publicly boast about the times that they merely shook hands with famous celebrities, sports stars, or political figures.