EFFECTS OF PERCEIVED SINCERITY AND GROUP MEMBERSHIP ON A HUMBLEBRAGGER’S LIKABILITY

Abstract

Current research demonstrates that humblebragging – the act of bragging while trying to remain humble – is less effective than typical bragging and complaining as an impression management strategy due to its perceived lack of sincerity. However, little research has examined the factors influencing the effectiveness of humblebragging as a self-presentation strategy in itself. This present study thus aim to investigate the effects of perceived sincerity (High Sincerity vs. Low Sincerity vs. Control) and group membership (Ingroup vs. Outgroup) on a humblebragger’s likability through a 3 x 2 between-subjects study. 210 undergraduates from the National University of Singapore participated in this study. Perceived sincerity was manipulated by either concealing or deliberately exposing the humblebragger’s motive of creating a favourable image, while group membership was manipulated by asking participants to imagine that the humblebragger was someone from either their ingroup or outgroup. Results revealed significant main effects of perceived sincerity and group membership on a humblebragger’s likability but no significant interaction was found. This present research broadens our understanding of the prevalent yet relatively understudied impression management strategy of humblebragging.