The Self Presenter’S Paradox: Motivated Reasoning in Impression Formation

EXTENDED ABSTRACT - One of the most robust findings in impression formation is weighted averaging (Anderson, 1968; see Eagly & Chaiken, 1993, for a review). Although adding mildly favorable to highly favorable information increases the absolute amount of positive information, it produces lower evaluations via the weighted averaging mechanism. Past work, for instance, shows that participants give less favorable evaluations to targets possessing six positive traits, three of which are highly positive and three of which are mildly positive, than they give to targets described with only the three highly positive traits (Anderson, 1968). Mildly favorable information similarly waters down consumers’ judgments of household products. Expectant parents, for instance, gave lower ratings to car seats described as AHigh@ in Design Quality and AAbove Average@ in Convenience than they gave to car seats described only as AHigh@ in Design Quality (e.g., Troutman & Shanteau, 1976).


Kim Weaver and Stephen M. Garcia (2005) ,"The Self Presenter’S Paradox: Motivated Reasoning in Impression Formation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 363-364.


Kim Weaver, University of Michigan
Stephen M. Garcia, University of Michigan


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


Accounting For Gains From Discounted Credit

Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA

Read More


Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

Read More


Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.