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自我吹嘘往往事与愿违
Bragging1tocoworkersaboutarecentpromotion2,orpostingaphotoofyourbrandnewcaronFacebook,mayseemlikeharmlesswaystosharegoodnews.However,anewstudyfromCityUniversityLondon,CarnegieMellonUniversityandBocconiUniversityshowsthatself-promotionora"humblebrag"oftenbackfires.
PublishedinPsychologicalScience,IreneScopelliti,GeorgeLoewensteinandJoachimVosgerauwantedtofindoutwhysomanypeoplefrequentlygetthetrade-offbetweenself-promotionandmodesty3wrong.Theyfoundthatself-promotersoverestimate4howmuchtheirself-promotionelicits5positiveemotionsandunderestimatehowmuchitelicitsnegativeemotions.Asaconsequence,whenpeopletrytoincreasethefavorabilityoftheopinionothershaveofthem,theyexcessivelyself-promote,whichhastheoppositeoftheintendedeffect.
"Mostpeopleprobablyrealizethattheyexperienceemotionsotherthanpurejoywhentheyareonthereceivingendofsomeoneelse'sself-promotion.Yet,whenweengageinself-promotionourselves,wetendtooverestimateothers'positivereactionsandunderestimatetheirnegativeones,"saidScopelliti,thestudy'sleadauthorandalecturerinmarketing6atCityUniversityLondonwhoconductedtheresearchwhileapostdoctoralfellowatCarnegieMellon.
"TheseresultsareparticularlyimportantintheInternetage,whenopportunitiesforself-promotionhaveproliferated7viasocialnetworking.Theeffectsmaybeexacerbated8bytheadditionaldistancebetweenpeoplesharinginformationandtheirrecipient9,whichcanbothreducetheempathyoftheself-promoteranddecreasethesharingofpleasurebytherecipient,"shesaid.
Forthestudy,theresearchersrantwoexperimentstofindevidenceofthemisperception..Athirdexperimentexaminedtheconsequencesofthemiscalibration,revealingthatrecipients10ofexcessiveself-promotionviewself-promotersaslesslikeableandasbraggarts.
"Thisshowshowoften,whenwearetryingtomakeagoodimpression,itbackfires,"saidLoewenstein,theHerbertA.SimonUniversityProfessorofEconomicsandPsychology11inCMU'sDietrichCollegeofHumanitiesandSocialSciences."Braggingisprobablyjustthetipoftheiceberg12oftheself-destructivethingswedointheserviceofself-promotion,fromunfortunateflourishesinpublicspeechestoinept13effortsto'dressforsuccess'toobviouslyinsincereattemptstoingratiateourselvestothoseinpower."
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