[formulaT]

The blame also lies with the study authors and the peer reviewers for allowing the article to make these claims based on their results. E.g. from the abstract

As a consequence [of our hypothesis], people overestimate the extent to which recipients of their self-promotion will feel proud of and happy for them, and underestimate the extent to which recipients will feel annoyed (Experiments 1 and 2). Because people tend to promote themselves excessively when trying to make a favorable impression on others, such efforts often backfire, causing targets of self-promotion to view self-promoters as less likeable and as braggarts (Experiment 3).