There are a number of variables in the literature listed that influence impression management, but only two of these variables are representative for a careful analysis of the process. The two variables refer to two distinct processes, these being "impression motivation" and "impression construction". People are used to monitor their impact on others, also trying to model the impressions that others make and form about them. According to the impression management model presented by M. R. Leary and R. M. Kowalski, impression motivation is influenced by three primary factors: a) the relevance of the purpose of impressions, this factor referring to the fact that people are motivated to resort to impression management in situations where this leads to reach important goals or rewards. b) the value of the desired outcomes concerns the following aspect: motivation increases as a function of the value, respectively the importance of the desirable goals. c) the discrepancy between the actual image of the individual and the desirable image implies the difference between the image that others want about a particular person, and the image that the individual thinks the others have about him. Once the person is motivated to create a certain impression on others, the problem is limited to the desirable image and the means by which that image can be achieved. The factors that influence the construction of the impression are: the concept of self, which is a primary determinant of the impressions that people try to project; images of desirable and undesirable identity that refer to the tendency of people to turn wrong impressions in the direction of desirable identity, yet they remain within the limits of reality; the role constraints that refer to the expectations regarding the norms of behavior, the type of person, or the qualities that the possessor of a certain role must fulfill; the values of the target that refers to the aspect according to which people tend to draw their public images so that they are congruent with the perceived values and preferences of the significant people and the current or potential social image that contributes to people's attempt to form their image depending on the way they think they are perceived at the moment, and the way they think others will perceive them in the future.