The credibility dilemma: When acknowledging a (perceived) lack of credibility can make a boast more believable

People who are judged negatively by others (e.g., as low in competence) often face a dilemma: They may want to self-promote (to improve others’ impressions of them), but worry their claims may not seem believable. We term this type of situation the “credibility dilemma,” and investigate how people can self-promote most effectively in such cases. In particular, we examine the impact of explicitly acknowledging one’s perceived lack of credibility while self-promoting (e.g., “I’m not that smart, but…” or “I know this may seem hard to believe, but…”). Across ten studies, we find that credibility disclaimers improve perceptions of the self-promoter (compared to self-promoting without them) by increasing perceptions of the speaker’s self-awareness and sincerity. In contrast, credibility disclaimers are ineffective (and sometimes backfire) when the speaker is already perceived as credible. Our findings suggest that common advice to avoid drawing attention to one’s flaws may sometimes be unwarranted.