Studies of the creation and management of impressions have advanced rapidly in recent years. However, relatively little empirical information has been provided about the processes by which impressions are created and managed in routine interaction and about the range of matters about which impressions are created. The excessive use of internal cognitive mechanisms leads research efforts away from a concern with the social and cultural contexts of action. Impression management research should capitalize on its theoretical emphasis on observable social processes, and should be expanded to include management of impressions about relationships, about fluctuating states of feeling, and about intention and willingness to interact. Situational analysis may provide a needed link to cultural considerations. (JAC)