Self-promotion may be instrumental for managing a competent impression, yet women who self-promote may suffer social reprisals for violating gender prescriptions to be modest. Experiment 1 investigated the influence of perceivers' goals on processes that inhibit stereotypical thinking, and reactions to counterstereotypical behavior. Experiments 2-3 extended these findings by including male targets. For female targets, self-promotion led to higher competence ratings but incurred social attraction and hireability costs unless perceivers were outcome-dependent males. For male targets, self-effacement decreased competence and hireability ratings, though its effects on social attraction were inconsistent.Self-promotion appears prominently in any taxonomy of impression-management (IM) strategies (e.g., Jones & Pittman, 1982). Designed to augment one's status and attractiveness, self-promotion includes pointing with pride to one's accomplishments, speaking directly about one's strengths and talents, and making internal rather than external attributions for achievements. It is especially useful in situations in which the selfenhancer is not well-known or is competing against others for scarce resources (e.g., during a job interview). Not surprisingly, self-promotional skills are positively related to hiring and promotion decisions, perhaps because they are associated with qualities considered prerequisites for many occupations (e.g.