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Wednesday
Nov062013

The Importance of First and Last Impressions: Communicating for Success

The Importance of First and Last Impressions: Communicating for Success

Think back to the first day of classes. Did you plan ahead for what you were going to wear? Did you get the typical school supplies together? Did you try to find your classrooms ahead of time or look for the syllabus online? Did you look up your professors on an online professor evaluation site?

Based on your answers to these questions, I could form an impression of who you are as a student. But would that perception be accurate? Would it match up with how you see yourself as a student? And perception, of course, is a two-way street. You also formed impressions about your professors based on their appearance, dress, organization, intelligence, and approachability. As a professor who teaches others how to teach, I instruct my student-teachers to really take the first day of class seriously (see post in this blog: "For College Teachers: How to Build Credibility and Create a Positive Class Climate on the First Day"). The impressions that both teacher and student make on the first day help set the tone for the rest of the semester. 

How We Perceive Others Affects Our Communication And Our Actions

Even more generally, the perceptions that we make of others and that others make of us affect how we communicate and act. I explore the role of perception in communication in my book Communication in the Real World. One aspect of perception that many people are concerned about is making a good impression.

Are you a good judge of character? How quickly can you “size someone up?” Interestingly, research shows that many people are surprisingly accurate at predicting how an interaction with someone will unfold based on initial impressions. Fascinating research has also been done on the ability of people to make a judgment about a person’s competence after as little as 100 milliseconds of exposure to politicians’ faces. Even more surprising is that people’s judgments of competence, after exposure to two candidates for senate elections, accurately predicted election outcomes.[i] In short, after only minimal exposure to a candidate’s facial expressions, people made judgments about the person’s competence, and those judged more competent were people who actually won elections!

The Power of First Impressions

The old saying, “You never get a second chance to make a good impression,” points to the fact that first impressions matter.

The brain is a predictive organ in that it wants to know, based on previous experiences and patterns, what to expect next, and first impressions function to fill this need, allowing us to determine how we will proceed with an interaction after only a quick assessment of the person with whom we are interacting.[ii]

Research shows that people are surprisingly good at making accurate first impressions about how an interaction will unfold and at identifying personality characteristics of people they do not know. Studies show that people are generally able to predict how another person will behave toward them based on an initial interaction. People’s accuracy and ability to predict interaction based on first impressions vary, but people with high accuracy are typically socially skilled and popular, and have less loneliness, anxiety, and depression, more satisfying relationships, and more senior positions and higher salaries.[iii]

So not only do first impressions matter, but having the ability to form accurate first impressions seems to correlate to many other positive characteristics.

First impressions are enduring because of the primacy effect, which leads us to place more value on the first information we receive about a person. So if we interpret the first information we receive from or about a person as positive, then a positive first impression will form and influence how we respond to that person as the interaction continues.

Likewise, negative interpretations of information can lead to form negative first impressions. For example, if you sit down at a restaurant and servers walk by for several minutes and no one greets you, then you will likely interpret that negatively and not have a good impression of your server when he finally shows up. This may lead you to be short with the server, which may lead him to not be as attentive as he normally would. At this point, a series of negative interactions has set into motion a cycle that will be very difficult to reverse and make positive.

The Power of Last Impressions

The recency effect leads us to put more weight on the most recent impression we have of a person’s communication over earlier impressions. Even a positive first impression can be tarnished by a negative final impression.

Imagine that a professor has maintained a relatively high level of credibility with you over the course of the semester. She made a good first impression by being organized, approachable, and interesting during the first days of class. The rest of the semester went fairly well with no major conflicts. However, during the last week of the term, she didn’t have final papers graded and ready to turn back by the time she said she would, which left you with some uncertainty about how well you needed to do on the final exam to earn an A in the class. When you did get your paper back, on the last day of class, you saw that your grade was much lower than you expected.

If this happened to you, what would you write on the instructor evaluation? Because of the recency effect, many students would likely give a disproportionate amount of value to the professor’s actions in the final week of the semester, negatively skewing the evaluation, which is supposed to be reflective of the entire semester. Even though the professor only returned one assignment late, that fact is very recent in students’ minds and can overshadow the positive impression that formed many weeks earlier. 

The Take Home Message

As we perceive others, we make impressions about their personality, likeability, attractiveness, and other characteristics. Although much of our impressions are personal, what forms them is sometimes based more on circumstances than personal characteristics. All the information we take in isn’t treated equally, so be conscious of how you are perceived and don't waste a chance to make a good impression. 


[i] Charles C. Ballew II and Alexander Todorov, “Predicting Political Elections from Rapid and Unreflective Face Judgments,” Proceedings of the National Academy of Sciences 104, no. 46 (2007): 17948.

[ii] Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 280.

[iii] Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 281.

 

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