Self-Monitoring Scale

What it measures

One of the most widely cited personality scales in social and consumer psychology. High self-monitors show greater brand-image sensitivity, adapt purchasing to social situations rather than personal attitudes, and are more responsive to image-based advertising appeals. Low self-monitors show greater consistency between attitudes and behaviour, and are more responsive to quality/performance advertising. Mean scores: actors M=18.41, students approximately midpoint, psychiatric patients M=10.19. KR-20 reliability 0.63–0.70. An 18-item reduced version (Snyder & Gangestad 1986) with alpha >0.70 is also available.

Representative items

• I would probably make a good actor. (High)
• In a group of people I am rarely the centre of attention. (R, Low)
• I can look anyone in the eye and tell a lie with a straight face if for a right end. (High)
• I may deceive people by being friendly when I really dislike them. (High)
• I'm not always the person I appear to be. (High)

Citation

Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526–537.