Knowing versus liking: Separating normative knowledge from social desirability in first impressions of personality.

There are strong differences between individuals in the tendency to view the personality of others as similar to the average person. That is, some people tend to form more normatively accurate impressions than do others. However, the process behind the formation of normatively accurate first impressions is not yet fully understood. Given that the average individual's personality is highly socially desirable (Borkenau & Zaltauskas, 2009; Wood, Gosling & Potter, 2007), individuals may achieve high normative accuracy by viewing others as similar to the average person or by viewing them in an overly socially desirable manner. The average self-reported personality profile and social desirability, despite being strongly correlated, independently and strongly predict first impressions. Further, some individuals have a more accurate understanding of the average individual's personality than do others. Perceivers with more accurate knowledge about the average individual's personality rated the personality of specific others more normatively accurately (more similar to the average person), suggesting that individual differences in normative judgments include a component of accurate knowledge regarding the average personality. In contrast, perceivers who explicitly evaluated others more positively formed more socially desirable impressions, but not more normatively accurate impressions.