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

Share Proceeding

Featured papers

See More


What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity

Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University

Read More


The Self-Bolstering Effects of Repeated Affirmations over Time

Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA

Read More


A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.