Humblebraggarts. We all know (at least) one: that person who takes a woe-is-me tack to ostensibly "complain" about something when the real intent is to boast.

"It's noon, I haven't had a cup of coffee, and the espresso machine at this Mercedes dealer is broken. FML!"

"Have been sitting on the runway for 30 minutes. Next time I'm flying commercial instead of private."

In many ways, it's another version of #FirstWorldProblems, and social media outlets like Facebook, Instagram, and Twitter have only made the practice more pervasive. As TIME reports, a new study has concluded that people see right through this fake humility—and like people less for doing it.

Researchers at Harvard and the University of North Carolina at Chapel Hill conducted a series of nine experiments, including a week-long diary study and a field experiment, to both identify the ubiquity of the behavior and then determine its effectiveness as a form of self-presentation. Their findings, which were published in the January Journal of Personality and Social Psychology, determined that if you're going to brag, people would rather you just be transparent about it.

"It's such a common phenomenon," Ovul Sezer, study co-author and an assistant professor of organizational behavior at UNC's Kenan-Flagler Business School, told TIME. "All of us know some people in our lives, whether in social media or in the workplace, who do this annoying thing. You think, as the humblebragger, that it's the best of both worlds, but what we show is that sincerity is actually the key ingredient."

Of the 646 participants, 70 percent of them could recall a recent humblebrag they'd heard—the majority of which (about 60 percent) were complaint-based. But the study showed, overwhelmingly, that any statements that could be perceived as humblebragging (whether complaint- or humility-based) "are less effective than straightforward bragging, as they reduce liking, perceived competence, compliance with requests, and financial generosity," according to the study's authors.

"Despite the belief that combining bragging with complaining or humility confers the benefits of each strategy," the study concluded, "we find that humblebragging confers the benefits of neither, instead backfiring because it is seen as insincere.”

In other words: they're not fooling anyone.

"If you want to announce something, go with the brag and at least own your self-promotion and reap the rewards of being sincere, rather than losing in all dimensions," Sezer said—though she suggested that an even more effective tactic is to find someone else to boast on your behalf. "If someone brags for you, that's the best thing that can happen to you, because then you don't seem like you're bragging," she told TIME.

However, Sezer's final piece of advice was not to be too hasty in your dismissal of humblebraggarts as a whole. "We all do it, to some extent," she said. "I hope I don't sound like I'm humblebragging when I talk about this research."

[h/t: TIME]