When assertiveness does not prevail : contextual dependence of self-presentational styles and their influence on likeability and competence

Self-presentational descriptions such as self-enhancement and modesty are embedded in a social context. Therefore, when applied improperly they may lead to an erroneous or an unfavorable impression. In this study, participants evaluated the likeability and the competence of a self-presenting partner either when a common pair task required mutual cooperation or when results and competence mattered. A self-presentational description was either self-enhancing or modest depending on the experimental conditions. In line with expectations, modesty was assessed better in the situation of cooperation, whereas a self-enhancing strategy was more effective when competence was central. The adapting of a self-presentational style to a social situation appeared to be an important factor in the assessment of a self-presenter.