Are self-sacrificing employees liked by their supervisor?

Despite the growing prevalence of employee exemplification in the workplace, there is limited understanding of this assertive self-focused tactic. This study proposes to expand the exemplification research domain by exploring the emotional and behavioral conditions under which this impression management tactic is effective. Data analysis from 206 supervisor–employee dyads reveals that the indirect relationship between exemplification and individual performance through a supervisor’s liking is conditional on an employee’s emotional intelligence. Specifically, the exemplification effect on performance is sharply negative when a salesperson’s emotional intelligence is low, and it becomes insignificant when a salesperson is highly emotionally intelligent. This moderating effect is also strengthened by a supervisor’s age. Theoretical and practical implications are discussed.