Self-monitoring in communicative interactions: Social cognitive consequences of goal-directed message modification

The hypothesis was examined that previously demonstrated message modification and its subsequent social cognitive effects would be more characteristic of high than low self-monitors. Subjects first read an essay describing a stimulus person and were then requested to communicate a referential message concerning him to a listener who supposedly either liked (positive audience condition) or disliked (negative audience condition) the stimulus person. Subjects were subsequently given, after both a brief and long delay interval, a reproduction, impression, and attitude measure. The results indicated that high self-monitors were more likely to modify their message in a manner that was evaluatively consistent with their listener's attitude. In addition, this message modification had the predicted social cognitive consequences in that it affected the high self-monitor's subsequent impressions of (but not necessarily attitude toward) the target person. The results suggested that the responses obtained from high self-monitors in many experimental contexts may themselves be the results of a self-monitoring strategy. The implications of these results for research examining the effects of “self-monitoring” are discussed.