Direct and indirect self-promotion in the eyes of the perceivers

Two studies compared the perceptions formed about impression managers who enhance themselves indirectly by boasting about their associates' success to those who directly self-promote by boasting about their own past or present success. Using different populations and contexts, both of these studies predicted and found that indirect self-promotion does not provide the benefits of direct self-promotion, such as being perceived as competent, but does entail the disadvantages of direct self-promotion, such as being perceived as manipulative and unsociable. The discussion centers on the possible reasons for the inadequacy of indirect self-promotion as an impression management tactic.