Post on 17-Jan-2018
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Organizational Self-Presentation
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Organizational impression managementOrganizations often attempt to foster views of themselves that their managers believe fosters the corporate self-interest
• Explicitly manipulated through corporate image campaigns
• Implicitly manipulated through symbols visible to the public
• Implicitly manipulated through control of people meeting the public
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BP Deepwater Horizon oil rig spill BP oil well explosion in Gulf of Mexico, April 2010.
– 11 dead– Largest marine oil spill in US history
BP settled for $20 billion with US & state governments
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Advertising as “insurance” against a spill Some evidence that advertising in a region reduced
the consumer punishment of BP after the spill
BP invested heavily in “image advertising” after the spill.
Barrage, L., Chyn, E., & Hastings, J. (2014). Advertising, reputation, and environmental stewardship: Evidence from the bp oil spill: National Bureau of Economic Research.
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Ronald McDonald House
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Impression management at Xerox
• Professional image for Xerox repair• Mechanics who dress like businessmen/women
• Behavioral image• Friendliness toward audience, so they will discount lapses of competence
• Exude competence• Fix any machine you touch• Avoid broken calls
• Functions of impression management• Customer loyalty• Performance evaluation of individual technicians
• Controlling customer behavior vis a vis the machine
• What is strange about this pix?
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Emotional labor“management of feeling to create a publicly observable facial and bodily display … sold for a wage”
Hochschild, A. R. (19893). The managed heart: Commercialization of human feeling,
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The Disney Smile Factory
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Some of the employees
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Impression Management at DisneyWhat is the message?
Why: Functions
How does Disney enforce this?
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Impression Management at DisneyWhat is the message?
– Appear neat & proper– Staff at Disney should
act calm & upbeat– Act courteously
Functions– To help customers
enjoy themselves (if the staff is happy so too will the ‘guests’)
– To maintain Disney’s “family friendly” image
– Crowd control For company For self
How does Disney enforce this?
– Selection of clean-cut kids
– TrainingDay long schoolhouse 40 hr apprenticeshipHandbook
– Scripted interactionUniformsDialog
– Surveillance & public sanctions
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Impression Management Among Bill Collectors
Function– Increase debtor's
motivation to pay by manipulating his/her emotions
– Route: Telephone collector displays “appropriate,” motivating emotions
– Must show appropriate demeanor & control internal state
Debtor's demeanor
Collector's likely feeling
Collector's normative display
Mildly irriated/anxious
Arousal + irritation
Urgency (arousal + irritation)
Extrem ely anxious
Warm th/ sym pathy
Warm th/sym pathy
Indifferent Arousal + irritation
Urgency
Friendly Warm th/ sym pathy
Urgency
Sad Sym pathy UrgencyAngry Anger Warm th
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How Does Organization Insure Appropriate Displays?
Selection– Recruitment– Screening
Socialization– ‘Schoolhouse’ training– On the job training– Role models– Natural feedback from clients
Rewards & punishments– Supervisors– Peers