Seven items capture the extent to which a person is concerned with their outward social presentation, encompassing both a defensive orientation -- avoiding looking foolish or negative -- and a proactive orientation -- actively seeking to present a positive image to others. The measure reflects sensitivity to the evaluative gaze of others and a desire for social approval through appearance management. It was developed in the context of research examining how dissociative group threat activates image-motivated consumer responses.
White, K., Simpson, B., & Argo, J. J. (2014). The motivating role of dissociative out-groups in encouraging positive consumer behaviors. Journal of Marketing Research, 51(4), 433-447.
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