A Look at Impressions

September 2, 2009

(from E1) reason we were compelled to perpetually e-mail the clip of her singing debut was that she was not who we thought she was. With a quick analysis of her frumpy hair and never-been-kissed status, we thought: How could a voice like that come out of someone like her?

Then there's Harvard University professor Henry Louis Gates, an African American who was questioned by police after someone saw him forcing his way into a house - which turned out to be his own. Or the arresting police officer, Sgt. James Crowley, who Gates assumed was acting on prejudice.

So, beyond the inevitable snap judgments, what's the equitable way to behave? Suspend our disbelief, or listen to our gut?

Well, it all depends. On everything.

Susan Fiske, a professor of psychology at Princeton University, specializes in stereotyping and prejudice.

Fiske said some biases have developed because, over time, there's been evidence to support them. In these cases, it might make sense to follow your intuition.

Take e-mails, she said. We often press the delete button upon seeing the sender - without even opening the notes - because we can anticipate their intentions: This organization will be soliciting. That person will have posted photos of their dog's obedience-school graduation.

Even our impressions in the Susan Boyle case came from a place of experience, Fiske said.

"Most singers, especially after they get on TV, aren't homely," Fiske said. "The first impression was wrong here, but it would have been right more often than not."

Old habits die hard. The quick once-over dates back to ancient times, when successfully determining whether someone was friend or foe could decide the continued existence of your whole tribe. Oftentimes, though, a more thorough evaluation is impossible.

"While it may be important to gather more information before making a snap judgment, you can't interview the gas station attendant about his life," said Fiske. "Maybe he is a Ph.D. down on his luck . . . but there isn't that much time in life for things like that."

That's why, just as your mother told you, making a good impression is important - as the first image you project may be a lasting one. It may keep you safe, find you a mate, or get you a good job.

Barbara Pachter runs a Cherry Hill business communications training company, Pachter and Associates, and is the author of the book New Rules @ Work.

"What I teach is that you have to know what you are sending out," Pachter said. "If you don't pay attention, people will think you are oblivious, which is what you may well be." Those people who carry themselves well - dress professionally, speak confidently, and have good posture - are able to create good impressions by habit. Pachter cited her niece. "She went for a job interview and later the manager who hired her said, 'I knew you were the right person the moment you walked in. You just looked the part.' "

For those professions that demand sizing up other people quickly, the task can be an occupational hazard. At jury selection, for instance, incorrectly assuming that someone "looks the part" could have disastrous consequences.

Matthew DelDuca, a trial lawyer at Dechert LLP dealing in employment and complex commercial disputes, said he has all too often been fooled by his first impressions.

"You don't get much time with any juror, getting mostly just some rudimentary information, but when I was young, I thought I was good at sizing one up quickly," said DelDuca.

His big wake-up call came when he was part of a jury himself. Every juror's personality went against the stereotype: The youngest jurors were the most conservative. There were two African Americans, a man and a woman, and they also were conservative. DelDuca, a defense attorney, was inclined to give the plaintiff the benefit of the doubt.

"Then there was a nurse, and I have my own preconceived notions about them, that they are skeptical and draw strong conclusions," DelDuca said. "It turned out the woman in this case was nothing like that. It taught me a lot, that I wasn't as good about first impressions as a lawyer as I thought."

Professional sports scouts most often win their jobs because they can make quick and accurate judgments about the many young players they see. The stories of their misapprehensions, though, become legend, one of the biggest probably being that involving Norristown native Mike Piazza.

Scout after scout said Piazza was too slow, too small, and too weak to make it in the major leagues. The Los Angeles Dodgers ended up choosing him in the 62d round of the 1988 draft - the 1,390th player drafted overall - as a favor to Piazza's father, a childhood friend of manager Tommy Lasorda.

Piazza ended up having a bang-up career, with 427 home runs and 12 All-Star Game appearances, becoming by some measures one of the best catchers in major-league history. More than 90 percent of the men drafted ahead of him never even made it to the majors.

For Sam and Susan Gish, it's pretty difficult to make that kind of mistake. As owners of Philadelphia Casting Company, their immediate take, after all, is always right.

"Sometimes that is what we have to look for - what the first impression will be on the part of the audience," said Susan Gish. "We just cast a commercial that was supposed to capture a Philadelphia flavor and we went from place to place in the city to look for people who would look like Philadelphians on first impressions."

Hmm. What does a Philadelphian look like?