We've all been driven insane by people who want you to know how Absolutely Fucking Amazing they are, but won't come out and just say it. Instead, they indulge in what's become known as the humblebrag – an infuriating way of trying to appear really down-to-earth while simultaneously making it known that they're killing it.

Examples: "Jesus, I wish the DJ would stop playing my track – it's like, 'Yeah, I've heard it like six million times already.'"

"God, I'm invited to three fashion parties tonight, but they're all in west London and who can be bothered with the trek?"

"Really drunk guy came up to me and said he was obsessed with my work – I attract the weirdest fans."

"Rushed out of bed, no shower, no make-up and got approached by a modelling agent on the tube. #musthavebeenblind"

In the age of Twitter, humblebragging is everywhere (the phenomenon even spawned its own dedicated account), but Harvard University researchers believe it's a strategy that "fails to pay off", with a new study revealing that those who employ the tactic are likely to come off "less likeable, sincere and competent". People actually prefer complaining and whining to humblebragging – that's how bad it is.

The research also found that, if you want to self-promote, straight-up bragging works better: "The proliferation of humblebragging in social media and everyday life suggests that people believe it an effective self-promotional strategy. Yet, our results show, people readily denigrate humblebraggers. Faced with the choice to (honestly) brag or (deceptively) humblebrag, would-be self-promoters should choose the former – and at least reap the rewards of seeming sincere."

So, to all you inauthentic fakers in the world, if you want to impress someone, just do it without pretending you're totally humble. In the meantime, I really hope you share this brilliantly written article with your friends.

(h/t Science of Us)