Combining complaints and bragging online is sometimes referred to as “humblebragging,” when people boast under the guise of modesty or a complaint. It allows individuals to highlight their successes or positive traits whilst appearing embarrassed or complaining. For example, someone may post a question such as, “Why is it that I always take on too many things at any one time?” Or, a statement such as “It is hard, I give at least 8 radio interviews a week.” Humblebraggers hope to generate responses that reflect their competence and some applause. Humblebragging is a common social phenomenon often used on social media. However, it does not have the effect that the humblebragger is hoping for. Why humblebrag? For most people, bragging is not something positive. Thus, when you want to brag, you may feel uncomfortable about it. This is known as cognitive dissonance, a mental discomfort when we think something we are doing conflicts with societal norms. Even though self-promotion is not uncommon on social media, people feel uncomfortable with it, as their culture values humility. …