volume 122, issue 1, P219-230 2018
DOI: 10.1177/0033294118755096
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Abstract: Although self-promotion (communicating one's past accomplishments and positive characteristics) is important for obtaining career and educational opportunities, women feel uncomfortable when doing it, which limits their self-promotion success. This study tested which of the three possible theoretical mechanisms explained women's limited self-promotion success: (1) cognitive dissonance, (2) stereotype threat, and (3) backlash avoidance. In this experiment, college women ( N = 123) wrote a scholarship applicatio…

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