Backlash for high self-promotion at hiring depends on candidates' gender and age

Abstract

Previous research has shown that evaluators react negatively to intense, high levels of self-promotion during the interview, in particular when displayed by female candidates, presumably because these behaviors violate the female gender stereotype of being modest and putting others first. We expand this focus on a single social category and examine the joint effects of gender and age on reactions to high self-promotion/low modesty, as both gender and age stereotypes contain normative expectations regarding assertiveness and humility. Results of our experimental study point out two groups at risk of backlash, older women and younger men. While both older female and younger male candidates engaging in high self-promotion were seen as competent, they were regarded as less interpersonally warm, received lower interview performance ratings, and were less likely to be hired. These results provide evidence for the importance of applying an intersectional lens on the effects of self-promotion at hiring. Their implications for theory and practice as well as recommendations for future research are discussed.