The Power of Brand Modesty: The Influence of Self-Effacing Brand Messages on Branding Outcomes and Purchase Behavior

People use self-effacement and self-enhancement as impression management strategies to present themselves positively to others. Self-effacement involves presenting oneself modestly by de-emphasizing or diminishing virtues and accomplishments. Conversely, self-enhancement involves presenting oneself in a boastful manner by overemphasizing virtues and accomplishments. We extend this knowledge to advertising by evaluating the effects of these opposing impression management strategies in brand-related communications on branding outcomes and purchase behaviors. Across four studies, brands using self-effacing rather than self-enhancing messages elicit stronger consumer attitudes and purchasing behaviors, even in the presence of monetary tradeoffs. Perceived message–brand fit moderates these effects, such that messages aligned with the brand’s identity reduce skepticism and enhance trust. Specifically, for non-luxury brands, modest, self-effacing messages are preferred, whereas for luxury brands, boastful, self-enhancing messages align with their identity and are therefore more acceptable. These findings suggest that the effectiveness of self-effacing versus self-enhancing message types depends on brand context, with non-luxury brands benefiting more from self-effacement, whereas differences between message types are attenuated for luxury brands, allowing greater flexibility in message strategy. Finally, this research highlights skepticism and brand trust as the mechanisms underlying the effects of self-effacing and self-enhancing brand messages on branding outcomes and purchase behavior.