EFFECTS OF PUBLIC IMAGE CONCERNS AND SELF-IMAGE ON COMPLIANCE

Whether compliance is affected by targets' impression management was i nvestigated. A confederate approached male shoppers sitting either alo ne or with a female companion in an American shopping mall and attempt ed to convince the male shoppers to agree to purchase raffle tickets. The presence of a female companion was expected to heighten the male s hoppers' concerns about public image. The effects of self-image compli ance were also examined, using foot-in-the-door (FITD) strategy. The s hopper who were with a female companion agreed to buy more tickets tha n the shoppers who were alone did, but compliance did not differ as a function of strategy. Thus, concerns about public image affected compl iance more that concerns about self-image did.