Chapter 4
Image

CHAPTER 4
Objectives
• After completing this chapter, you should be able
to:
1. Explain why image is important and how perception
impacts your image.
2. Identify the components that make up your image.
3. Explain why image building takes personal reflection and
commitment.
4. Describe the benefits of being a professional and acting
in a professional manner.
5. Identify the traits of a professional.
6. Discuss the importance of etiquette in the workplace.

CHAPTER 4 KEY TERMS
1. perception—the process of attaining awareness or understanding
based on sensory information; an immediate reaction to the senses.
2. image—the set of qualities and characteristics that represent
perceptions of you as judged by others.
3. pitch—how high or low your voice sounds.
4. volume—the loudness or softness of the voice.
5. inflection—the rising and falling of the voice.
6. monotone—speech with no inflection.
7. enunciation—pronouncing each part of each word clearly.

CHAPTER 4 KEY TERMS (Continued)
8. behavior modification—a system of motivation that emphasizes rewarding people
for doing the right things and punishing them for doing the wrong things.
9. pronunciation—saying a word correctly.
10. vocabulary—the sum of words used by, understood by, or at the command of a
particular person or group.
11. character—distinctive personal qualities or traits.
12. work ethic—a set of values based on the virtues of hard work, diligence, and
caring about your work and your coworkers.
13. etiquette—the customs or rules of behavior regarded as correct in social and
work life.

4.1 Image Matters
• Image is:
• One of your most important assets.
• How you look.
• How you speak.
• How you behave.
• How you walk, sit, and stand.
• The set of qualities and characteristics that represent
perceptions of you as judged by others.

Three Important Questions
1. Who are you, and how do you project your true
qualities?
2. Are you conscious of the image you project to those
around you?
3. What image would you like to project to others?

Your Personal Appearance
Your personal
appearance includes:
How you look.
•Your wardrobe.
•Your facial expressions and gestures.
•The condition of your hair and hands.
How you speak.
•The rate at which you speak.
•The pitch (how high or low).
•Volume and inflection.
• Enunciation and pronunciation.
•Vocabulary.

Your Personal Appearance (Continued)
Your personal
appearance includes:
How you behave.
• How do you react?
• Do you use common sense?
• Do you respect others?
How you walk, sit, and
stand.
• How good is your posture?
• Do you enter a room with confidence?
• Is your back straight, or do you slouch?

4.2 Image in the Workplace
• Why strive to be a professional?
• You get a heartfelt feeling of pride in knowing you are doing the work to
the best of your ability.
• Others will hold you in high regard for the example you set.
• New opportunities may be available to you.

A Professional Attitude
• Professionals:
• Are team players.
• Recognize organizational structure and roles.
• Are persistent and determined.
• Want to be helpful to others.
• Are always on the lookout for unmet needs.
• Use good judgment.

Character and Work Ethic
• Professionals display these traits:
• Trustworthiness and dependability.
• Honesty and genuineness.
• Responsibility and accountability.
• Diligence (conscientiously give total attention to each task).

AreYou a PRO?
A professional:
• Focuses on the work to be done.
• Addresses mistakes as they
occur.
• Accepts challenging assignments.
• Completes tasks in a timely and
efficient manner.
• Looks, speaks, and acts like a
professional.
• Exhibits a positive attitude.
• Walks, sits, and stands like a
professional.
• Stays with a job until it is
completed.
• Produces more than is required.
• Takes advantage of learning
opportunities.