Those applying for a qualified job emphasized their competence while downplaying their warmth; role-playing as crime witnesses, they attenuated their warmth relative to their competence; those in the role of suspects of a severe crime chose to downplay their competence

Lindholm, T. & Yzerbyt, V., (2018). When Being Nice or Being Smart Could Bring You Down: Compensatory Dynamics in Strategic Self-presentation. International Review of Social Psychology. 31(1) , p. 16. DOI: http://doi.org/10.5334/irsp.136

Abstract: Research shows that the two fundamental dimensions of social perception, warmth and competence, are often negatively related in our perceptions of others, the so-called compensation effect. The current experiments investigate people’s use of such compensation when self-presenting strategically to reach a desired goal. In Experiment 1, participants applying for a qualified job emphasized their competence while downplaying their warmth. In Experiments 2 and 3, participants role-playing as crime witnesses similarly attenuated their warmth relative to their competence. In contrast, in Experiment 3, participants in the role of suspects of a severe crime chose to downplay their competence. Results suggest that self-presenters are sensitive to warmth-competence dynamics in social perception as a means to promote the optimal self-image given their specific goals.

Keywords: Strategic self-presentation,  warmth,  competence,  social compensation