Phil A. Brown
Harding University
Morris H. Stocks
University of Mississippi
W. Mark Wilder
University of Mississippi
Abstract: This research applies the impression management theory of exemplification in an accounting study by identifying and measuring differences in both auditors' and their publics' perceptions of exemplary behaviors. The auditors were divided into two groups, one of which reported self-perceptions (A-S) while the other group reported their perceptions of a typical auditor (A-O). There were two separate public groups which gave their perceptions of a typical auditor and were divided based on their levels of accounting sophistication. The more sophisticated public group was comprised of bank loan officers (LO) while the less sophisticated public group consisted of investment club members (IC). Comparisons were made on 30 behaviors contained in the AICPA Code of Professional Conduct, which served as the basis for the research instrument.
Profile analysis, a special form of MANOVA technique, was used to analyze the results. As hypothesized, A-S perceptions were significantly higher (i.e., more exemplary) than those of the A-O group. In addition, for some of the measures, the LO treatment group perceived the typical auditor to be less exemplary than both the IC and A-O treatments. There were no differences in perceptions between either auditor group and investment club members.
Additional analysis revealed that auditors overrated the degree to which the public relied on financial statements. However, both public groups reported a reasonably high level of reliance on financial statements when making decisions.
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