| There are several theories within social psychology that are closely related to the self-monitoring construct. Icek Ajzen argues that subjective norms are an important antecedent to determining behavioral intention in the Theory of Reasoned Action/Theory of Planned Behavior.[13] High self-monitors tend to weigh subjective norms more heavily than low self-monitors. Studies that evaluate private attitudes and public actions include Ajzen, Timko & White, 1982; and DeBono & Omoto, 1993. Informational cascades theory is related to observation learning theory which was developed by Bikhchandani, S.; Hirshleifer, D. & Welch, I. (1992) and describes how people will follow, sometimes blindly, the actions of others. The self-monitoring construct would identify that high self-monitors may be more susceptible to informational cascades and herd mentality. This can can be a problem if a culture of Groupthink is part of the organizations decision making processHigh self-monitors are more motivated to attain high social status than low self-monitors.[14] Research drawing on the Elaboration Likelihood Model suggests that high self-monitors, more than low self-monitors, react favorably to peripheral processing of advertising images consistent with high social status.[15][16][17] |
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