Department of Marketing, Owen Graduate School of Management, Vanderbilt University.
Department of Management, George Mason University School of Business.
J Pers Soc Psychol. 2024 Apr;126(4):603-623. doi: 10.1037/pspi0000431. Epub 2023 Aug 10.
To create favorable impressions and receive credit, individuals need to share information about their past accomplishments. Broadcasting one's past accomplishments or claiming credit to demonstrate competence, however, can harm perceptions of warmth and likability. In fact, prior work has conceptualized self-promotion as a hydraulic challenge: tactics that boost perceptions along one dimension (e.g., competence) harm perceptions along other dimensions (e.g., warmth). In this work, we identify a novel approach to self-promotion: We show that by combining self-promotion with other-promotion (complimenting or giving credit to others), which we term "dual-promotion," individuals can project both warmth and competence to make better impressions on observers than they do by only self-promoting. In seven preregistered studies, including analyses of annual reports from members of Congress and experiments using social network, workplace, and political contexts (total = 1,448), we show that individuals who engage in dual-promotion create more favorable impressions of warmth and competence than those who only engage in self-promotion. The beneficial effects of dual-promotion are robust to both competitive and noncompetitive contexts and extend to behavioral intentions. (PsycInfo Database Record (c) 2024 APA, all rights reserved).
为了给人留下好印象并获得好评，个人需要分享自己过去的成就。然而，宣扬自己的过去成就或声称功劳以展示能力，可能会损害他人对自己的温暖和可亲度的看法。事实上，先前的研究已经将自我推销概念化为一种液压挑战：即那些提升某一维度（如能力）认知的策略会损害其他维度（如温暖度）的认知。在这项工作中，我们找到了一种新的自我推销方法：我们表明，通过将自我推销与其他推销（赞美或赞扬他人）相结合，我们称之为“双重推销”，个人可以同时展现出温暖和能力，从而给观察者留下比只自我推销更好的印象。在包括对国会议员年度报告的分析和使用社交网络、工作场所和政治环境的实验在内的七个预先注册的研究中（共 1448 人），我们表明，与只进行自我推销的人相比，进行双重推销的人会给人留下更温暖和更有能力的印象。双重推销的有益效果在竞争和非竞争环境中都是稳健的，并延伸到行为意图。（PsycInfo 数据库记录（c）2024 APA，保留所有权利）。
