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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Metaphorically Transgressing the Brand Relationship

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Featured

Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More

Featured

D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media

Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.