| Abstract: | Focus group respondents are often requested to perform tasks that require them to convey information about themselves. However, despite the potential for respondents to have self‐presentational concerns, research on focus group productivity has virtually ignored extant scholarship on impression management. This shortcoming is addressed by presenting a conceptual overview of the effects of self‐presentational concerns on focus group participation. A product of this overview is a conceptual model that posits that the amount and nature of information that people convey about themselves to others is a function of their eagerness to make desired impressions and their subjective probabilities of doing so. According to the model, when focus group participants are highly motivated to make desired impressions, they may be reluctant to present unbiased images of themselves. However, they are not likely to deceive unless they are confident in their abilities to ascertain and enact desired images. Those who are motivated to make desired impressions but are doubtful of doing so are likely to protect themselves by concealing self‐relevant information or avoiding self‐relevant issues. Implications of this model for research and practice are discussed. |
