The motivated tactician's juggling act: Compatible vs. incompatible impression goals

This study examines how perceivers negotiate multiple, and sometimes incomp atible, impression formation goals. Previous research typically presents pe rceivers with a single impression goal (e.g. accuracy, supporting preferred beliefs), and does not consider how perceivers juggle multiple goals. The processes of perceivers with multiple compatible goals should show uncompli cated impression formation processes, that is, strategic use of particular target attributes (e.g. negative) that suit their purposes. Perceivers with incompatible goals, in contrast, should be less selective, and form more c omplex impressions that reflect all types of attributes. In this experiment , perceivers with compatible goals paid less attention to target attributes , systematically biased their interpretation of those attributes, and ultim ately formed less complex impressions than individuals with incompatible go als. How multiple impression goals are prioritized is discussed.