Self-presentation in medicine: How language patterns reflect physician impression management goals and affect perceptions

• Published in: Computers in human behavior Vol. 143; p. 107684
• Main Author: Markowitz, David M.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.06.2023
• Subjects: Automated text analysis; Impression management; Medicine; Psychology of language; Self-presentation; Medicine; Self-presentation; Automated text analysis; Psychology of language; Impression management
• ISSN: 0747-5632; 1873-7692
• DOI: 10.1016/j.chb.2023.107684

This paper evaluated how physicians' communication patterns reflect their self-presentation goals and link to patient perceptions. Specifically, in a large field study (N = 54,420 profiles from HealthGrades.com), physician self-descriptions were analyzed linguistically through automated means, with evidence suggesting those who were more self-focused and confident tended to have higher patient ratings online than those who were less self-focused and confident. Physicians who discussed their expertise and compassion for patients were also rated more favorably. A within-subjects experiment in Study 2 (N = 500) also demonstrated that linguistic self-presentation patterns can affect patient perceptions. Participants who read physician profiles with high rates of self-references and verbal confidence rated doctors as warmer and more competent than those who read physician profiles with low rates of self-references and certainty. Together, words are indicators of physicians’ self-presentation strategies and can change patient evaluations. Theoretical contributions for self-presentation and psychology of language research are discussed. •Word patterns reveal self-presentation strategies of physicians at scale.•More self-focused and confident physicians have better ratings than less self-focused and confident physicians.•Self-references and verbal confidence change warmth and competence perceptions for people evaluating physicians.•DMM performed all aspects of this research.