Self-Deprecation Signals Humility, But Not As Much As Self-Deprecators Assume

Consumers and firms alike self-deprecate to appear relatable. But how effective is self- deprecation as an impression management strategy? Although self-deprecation did signal less inflated self-views, this was entirely explained by assumptions that self-deprecators actually were less skilled. Furthermore, self-deprecators sometimes thought they were communicating more humility than they actually were.


Clayton R Critcher, Michael O'Donnell, and Minah Jung (2018) ,"Self-Deprecation Signals Humility, But Not As Much As Self-Deprecators Assume", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 28-32.


Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA


NA - Advances in Consumer Research Volume 46 | 2018

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