Personality,situation,and positive–negative asymmetry in socially desirable responding

Based on previous research on socially desirable responding and positive—negative asymmetry, we hypothesized that (i) impression management is higher in public than in private settings, (ii) personal ideals linked to exemplification, ingratiation, and intimidation are related to an impression management tendency, (iii) negatively keyed social desirability items receive more extreme responses than positively keyed items, and (iv) self‐esteem is correlated higher with negatively than with positively keyed self‐deception items. Based on Jones and Pittman's (1982) model, exemplification, ingratiation, and intimidation are defined as impression management strategies that aim at presenting oneself as worthy, likable, or dangerous, respectively. Principally, the results obtained in a public setting (N=177) and a private setting (N= 165) support these hypotheses. The overall pattern of findings suggests that both context and personal ideals exert an influence on impression management scores, and that the keying direction of an item may be an important psychological determinant of a test response.