Effects of taboo conversation topics on impression formation and task performance evaluation

Abstract

We examined how taboo conversation topics, such as being arrested, religion, and one's body weight, affect impression formation and task performance. In an experiment with 109 women, each participant and a female research confederate, whom the participant believed to be another participant, had a conversation and were asked to complete a task. We manipulated the conversation topics and actual task performance of the confederate, and measured participants' communication satisfaction; perception of the confederate's social, physical, and task attractiveness; and task performance. The results show that when the confederate performed well and appropriate (vs. taboo) conversation topics were discussed, the participants formed a more positive impression of the confederate and evaluated her task performance more positively. Therefore, if social norms for appropriate conversation topics are not followed, individuals may be less satisfied with their interpersonal communication interaction with the person who has not observed the norms, and may evaluate the task performance of that other person more negatively.

Product‐facilitated conversations: When does starting a conversation by mentioning a product lead to better conversational outcomes?

“…Participants rarely mentioned luxury products or products that revealed intimate parts of their identities, such as religious beliefs. These products are classic identity signals (Han et al, 2010), but given cultural taboos on discussing religion or money (Lee et al, 2020), appear to rarely facilitate conversation. However, some interviewees described a benefit to displaying products with limited appeal: helping them screen prospective friends for compatibility.…”