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.

Response format

True-false (scored 0 or 1); items summed (range 0–25). TRUE = high self-monitoring for items 5–8, 10, 11, 13, 15, 16, 18, 19, 24, 25. FALSE = high self-monitoring for items 1–4, 9, 12, 14, 17, 20–23.

Scale items

• I find it hard to imitate the behavior of other people. [FALSE = high SM]
• My behavior is usually an expression of my true inner feelings, attitudes, and beliefs. [FALSE = high SM]
• At parties and social gatherings, I do not attempt to do or say things that others will like. [FALSE = high SM]
• I only argue for ideas which I already believe. [FALSE = high SM]
• I can make impromptu speeches on topics about which I have almost no information. [TRUE = high SM]
• I guess I put on a show to impress or entertain people. [TRUE = high SM]
• When I am uncertain how to act in a social situation, I look to the behavior of others for cues. [TRUE = high SM]
• I would probably make a good actor. [TRUE = high SM]
• I rarely need the advice of my friends to choose books, movies, or music. [FALSE = high SM]
• I sometimes appear to others to be experiencing deeper emotions than I am. [TRUE = high SM]
• I laugh more when I watch a comedy with others than I do when I watch alone. [TRUE = high SM]
• In a group of people, I am rarely the center of attention. [FALSE = high SM]
• In different situations with different people, I often act like very different people. [TRUE = high SM]
• I am not particularly good at making other people like me. [FALSE = high SM]
• Even if I am not enjoying myself, I often pretend to be having a good time. [TRUE = high SM]
• I am not always the person I appear to be. [TRUE = high SM]
• I would not change my opinions (or the way I do things) in order to please someone else or to win their favor. [FALSE = high SM]
• I have considered being an entertainer. [TRUE = high SM]
• In order to get along and be liked, I tend to be what people expect me to be rather than anything else. [TRUE = high SM]
• I have never been good at games like charades or improvisational acting. [FALSE = high SM]
• I have trouble changing my behavior to suit different people and different situations. [FALSE = high SM]
• At a party I let others keep the jokes and stories going. [FALSE = high SM]
• I feel a bit awkward in company and do not show up quite so well as I should. [FALSE = high SM]
• I can look anyone in the eye and tell a lie with a straight face (if for a right end). [TRUE = high SM]
• I may deceive people by being friendly when I really dislike them. [TRUE = high SM]

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

TRUE responses for items 5–8, 10, 11, 13, 15, 16, 18, 19, 24, 25 = high self-monitoring (score 1). FALSE responses for items 1–4, 9, 12, 14, 17, 20–23 = high self-monitoring (score 1). Items not in these sets score 0. Sum all 1s for total score (range 0–25). The 18-item Snyder & Gangestad (1986) version uses items 1, 3, 4, 5, 6, 8, 12, 13, 14, 16, 17, 18, 20, 21, 22, 23, 24, 25. The Lennox & Wolfe (1984) revised version (id:481) offers a more psychometrically refined alternative with a continuous 6-point response scale.

Recommended companion scales

Citation

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

Keywords