The Self-Promotion Boost: Positive Consequences for Observers of High-Rank Self-Promoters

This research examines how self-promotion conducted by relatively higher-ranked individuals affects observers’ affect and motivation. The authors developed and tested the idea of a Self-Promotion Boost - superior self-promoters inspire lower-ranked observers by sharing achievement-related information that reflects opportunities to succeed in relevant domains, eliciting high-activation positive affect and greater motivation. Results from nine experimental studies (total N = 2,599) revealed that (1) interactions involving self-promotion by superiors (versus peers or subordinates) lead observers to report greater experiences of high-activation positive affect (e.g., hope, inspiration), whereas peers and subordinates (versus superiors) generate greater high-activation negative affect. (2) The positive effects of superiors’ self-promotion go above and beyond effects elicited by superiors in interactions devoid of self-promotion. (3) Observers’ inferences of self-promoters’ earned success mediate the relationships between self-promoter rank and observer high-activation positive and negative affect. (4) High-activation positive affect elicited by superiors in turn leads to greater observer-reported motivation. Finally, (5) the authors found support for their theory that these effects are strengthened when observers view the self-promoting superiors as role models: Superiors elicit high-activation positive affect when they (a) are admired and respected by observers, (b) communicate what observers deem to be achievable successes, and (c) share accomplishments relevant to observers’ own domain of success. The authors' findings illustrate the positive effects self-promotion can have on observers of this behavior, and how this behavior can consequently bolster observer motivation. The authors discuss implications for the literatures on self-promotion, social comparison, and social motivation.