When Expectations Become Reality: Work-Family Image Management and Identity Adaptation

Working parents often contend with how to effectively portray themselves as both devoted professionals and good parents. In this article we introduce the construct “work-family image” as a cross-domain, collective image representing how competent an individual is perceived to be as a parent and a professional by key constituents in both work and life domains. We present a theoretical framework to explicate a process in which work-family image management drives work-family identity adaptation. Specifically, we suggest that work-family image management occurs when work-family norms, derived from societal, organizational, and familial expectations, create image discrepancies that drive impression management behavior. These behaviors, in turn, can create image-identity asymmetries and lead to work-family identity adaptation. We contribute to existing research by highlighting the dynamic interplay between image management and identity adaptation and explain the process by which work-family norms can influence working parents’ identities.