The Psychology of Humblebragging

Ovul Sezer, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Humblebragging – masking success in the guise of self-effacement or complaint – is increasingly common. However, three studies offer evidence that humblebragging is less effective than straightforward bragging and leads to lower perceptions of competence and sincerity. Indeed, humblebragging is even worse than complaining, because complainers are at least seen as sincere.
[ to cite ]:
Ovul Sezer, Francesca Gino, and Michael Norton (2015) ,"The Psychology of Humblebragging", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 51-55.