| Abstract: | Although consumer adoption of high‐tech innovations is certainly influenced by the product's functional benefits, can the use of a new product confer social benefits as well? Specifically, can the mere use of an innovative product convey the impression that the user is an innovative person? Impression management (IM) is a well‐established phenomenon in social psychology that refers to the human tendency to monitor, consciously or unconsciously, the efficacy of his or her communication of self to others. This research explores the role that IM motivations, or “looking innovative,” play in consumers' use of new high‐tech products, especially in the workplace—an environment in which innovativeness is clearly valued by employers and, thus, individuals have strong motivations to convey innovativeness as a personal characteristic. Data from both ethnographic and experimental methods demonstrate that (1) the use of new high‐tech products can be a surprisingly effective social signal of one's “tech savvy” and personal innovativeness; (2) this impression even significantly increases positive evaluations of secondary traits such as leadership and professional success; and (3) this effect differs by gender. Intriguingly, stronger benefits accrue for women than for men—a finding that runs counter to the backlash effect typically found in IM research in business settings (i.e., female job evaluations typically suffer after engaging in the same self‐promoting IM strategies that benefit their male counterparts). Further, the data show that, even for professional recruiters, a momentary observation of a job candidate using a new high‐tech product versus a low‐tech equivalent significantly increases the candidate's evaluation and likelihood of being hired. |
