Others’ beliefs about the self can powerfully influence our
everyday interactions with others. Recent work suggests that
even preschool-aged children are sensitive to what others think
of the self and actively attempt to manage these beliefs (Asaba
& Gweon, 2018). What cognitive capacities underlie these
early self-presentational behaviors, and in what contexts do
these behaviors emerge? Here we show that preschoolers
strategically demonstrate their competence to even a puppet,
but only when an adult treats the puppet as an agent and
specifically asks which toy the child wants to “show” to the
puppet (Exp.1). However, they do not show such strategic
demonstration of their competence when the same puppet is
treated as an object (Exp.2). These results suggest that self-
presentational behaviors can emerge even in the absence of any
immediate prospect of social evaluation insofar as children
consider the target entity as capable of holding beliefs.
Furthermore, whether or not children ascribe a belief about the
self to the target is heavily modulated by how an entity is
treated by others. We discuss the relevance of these findings to
early reputation management behaviors, and more broadly, the
use of make-believe agents in developmental research.