PPB July 2015

Humblebrag

Social media has made common the

use of the humblebrag, a technique of

couching a brag in a complaint in order

to appear humble. Proclaiming “I got

an ‘A’ on the test, and I didn’t even

have time to study” is an example of

humblebragging.

At first glance, it may seem like an

ingenious method of self promotion,

but research suggests otherwise.

Findings published in a paper titled

“Humblebragging: A Distinct—and In-

effective—Self-Presentation Strategy”

conclude that the more individuals are

perceived to use humblebragging, the

more they come across as less likeable,

sincere and competent. By studying

social media posts and monitoring their

“likes” and retweets, it was determined

that humblebraggers are less likeable

than those who straightforwardly

brag—or even those who complain,

because complainers are at least seen

as sincere.

62 •

PPB

• JULY 2015

THINK

FAST FORWARD

Your retail clients will be happy to know shoppers splurge more on

organic or indulgence items, such as cookies and ice cream, when they bring

their own reusable shopping bags into a store. It’s a phenomenon that

researchers believe is caused by customers’ desires to reward themselves for

doing something good for the planet.

BIZWORDS

AMERICA IS EATING OUT AGAIN. Monthly sales

at restaurants exceeded grocery stores sales for

the first time ever in May, according to the

National Restaurant Association and its analysis

of U.S. Census Bureau data. The group says the

change has largely taken place over the past

year, with the obvious reason being lower gas

prices as well as greater consumer confidence

and pent-up demand from a recession spent

cooking at home.

Photo provided by BAG MAKERS, Inc.

Goody Bags

Dine-in

Carry-out?