Self-serving interpretations of flattery: why ingratiation works.

Persons who are flattered are more likely to assign credibility to and like the flatterer than observers, presumably because they are motivated by vanity. In existing studies, however, the difference between targets and observers has been confounded with other variables. The present experiments demonstrate that the target-observer difference in judgments of an ingratiator is not affected by these confounding variables, such as cognitive resources, the motive to like one's interaction partner, or to form an accurate impression, or mood. Results further suggest that, whereas cognitive responses to ingratiation are different among participants with high versus low self-esteem, affective responses and judgments of the ingratiator are not qualified by any personality variables.