The “humblebrag” and other forms of self-promotion often backfire, a new study finds.
The researchers wanted to find out why so many people frequently get the trade-off between self-promotion and modesty wrong. They found that self-promoters overestimate how much their self-promotion elicits positive emotions and underestimate how much it elicits negative emotions.
As a consequence, when people try to increase the favorability of the opinion others have of them, they excessively self-promote, which has the opposite of the intended effect.
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