You are here

Tech-savvy leaders perceived as innovative and authoritative

'Possession is 90 per cent of the game', study finds 

23 April 2014

Add comment

By Manju Manglani, Editor (@ManjuManglani)

Ownership of the latest technological toys increases the likelihood of a person being perceived as a leader.

That's according to an academic study, which found that people who are tech savvy are also perceived to be innovative and authoritative.

"Familiarity with and usage of new high-tech products appears to be a common manifestation of innovative behaviour," said Steve Hoeffler, associate professor of marketing at Owen Graduate School of Management at Vanderbilt University, and Stacy Wood, professor of marketing at Poole College of Management at North Carolina State College.

"Those who are tech savvy are also perceived as authoritative on other subjects and as leaders," they said in their paper 'Looking Innovative: Exploring the Role of Impression Management in High-Tech Product Adoption and Use' in the Journal of Product Innovation Management.

However, the ability to operate a technological device isn't important - the key is to know enough to look reasonably competent, Hoeffler said.

"Just possession is 90 per cent of the game," he said. "And there are maybe 10 per cent of situations where you have to display the ability to use it."

Interestingly, women benefited more than men from using gadgets in the trials.

"This finding runs counter to the backlash effect typically found in impression management research in business settings," Hoeffler and Wood said.

"Female job evaluations typically suffer after engaging in the same self-promoting impression management strategies that benefit their male counterparts."

Categorised in:

Technology Career development