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Dual-promotion: Bragging better by promoting peers.

Eric M VanEpps1, Einav Hart2, Maurice E Schweitzer3

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Promoting yourself and others simultaneously, known as dual-promotion, enhances likability and competence perceptions more effectively than self-promotion alone. This strategy creates better impressions in various social and professional settings.

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Area of Science:

  • Social Psychology
  • Impression Management
  • Interpersonal Communication

Background:

  • Individuals often self-promote to gain credit and favorable impressions.
  • Traditional self-promotion can negatively impact perceptions of warmth and likability.
  • Previous research viewed self-promotion as a trade-off between competence and warmth.

Purpose of the Study:

  • To introduce and investigate a novel self-promotion strategy termed 'dual-promotion'.
  • To determine if combining self-promotion with other-promotion (praising others) improves impressions.
  • To assess the impact of dual-promotion on perceptions of both warmth and competence.

Main Methods:

  • Conducted seven preregistered studies with a total of 1,448 participants.
  • Included analyses of congressional annual reports and experiments in social network, workplace, and political contexts.
  • Compared impressions formed by individuals engaging in dual-promotion versus only self-promotion.

Main Results:

  • Dual-promotion consistently led to more favorable impressions of both warmth and competence.
  • Individuals using dual-promotion were perceived more positively than those only self-promoting.
  • These positive effects were observed across competitive and noncompetitive contexts and influenced behavioral intentions.

Conclusions:

  • Dual-promotion offers a more effective strategy for impression management than self-promotion alone.
  • Integrating praise for others alongside self-advocacy can enhance social and professional standing.
  • This approach successfully balances perceptions of competence and warmth.