A colleague recently introduced me to a concept known as “the humblebrag.” The concept was coined by the late comedian Harris Wittels on Twitter around 2010. He later wrote more to the story in his book, Humblebrag: The Art of False Modesty, which was published in 2012. I became intrigued, particularly as there now appears to be science behind the art of the humblebrag! And despite the issue in which this article appears, this is not an April Fool’s joke.

Here’s some background—according to Merriam-Webster, humblebragging is “to make a seemingly modest, self-critical, or casual statement or reference that is meant to draw attention to one’s admirable or impressive qualities or achievements.” It goes without saying that social media facilitated the evolution of the humblebrag, as these platforms are rampant with shameless self-promoters and image inflaters. Who would have known? If you are still not sure of the concept, here is a classic example posted on Twitter by Kim Kardashian West a few years ago: “Apple, I am so sorry I broke your app store!!!”

Have you seen the humblebrag in our industry? How about this: “So proud to be a part of this esteemed group of colleagues who published this paper that has now been cited more than 500 times!”

It turns out that the science behind the humblebrag tells an interesting story. Sezer and colleagues (2018) identified two types of humblebragging—complaint or humility-based—and then scientifically showed that both forms of are less effective than straightforward complaining is! Among other things, the use of humblebragging is associated with a desire to “elicit sympathy and impress others.” But, in doing so, it facilitates not being liked, respected, or perceived as competent at all. The authors conclude, “Despite the belief that combining bragging with complaining or humility confers the benefits of each strategy, we find that humblebragging confers the benefits of neither, instead backfiring because it is seen as insincere.”

Well, as they say, “Eye” am so honored to be bringing you the art and science of the humblebrag. #SorryNotSorry

For references, please visit www.clspectrum.com/references  and click on document #305.

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