In The Presentation of Self in Everyday Life (1959), Erving Goffman assumes that individuals can control how they are perceived by others. He suggests that people fear being perceived as having negative, undesirable qualities and characteristics by other people, and that it is this fear that compels individuals to portray a positive self-presentation/social image of themselves. In relation to performance gains, Goffman's self-presentation theory predicts, in situations where they may be evaluated, individuals will consequently increase their efforts in order to project/preserve/maintain a positive image.