Regular Bragging vs. Humblebragging: Which Works Better?

Presenting ourselves effectively to others is a really important skill. After all, there are a lot of benefits to being well-liked, and well-respected. But I think we all intuitively know that achieving both likability and respect is kind of a tricky thing. In that bragging might achieve respect, but come at the expense of likability. So what about the humblebrag? Is that a viable way to soften the brag a bit, so as to establish our competence but remain likable? Or is regular old bragging ...