How audiences evaluate self-promotion, and whether responses vary by gender, remains poorly understood. I examine this using a randomized trial in MBA classrooms, where students viewed a professor’s self-promotion via a slide prior to completing evaluations. On average, self-promotion increased ratings for both male and female faculty. Responses, however, depended systematically on evaluator identity and beliefs - male students rewarded self-promoting male professors and showed no significant penalty toward self-promoting female professors, whereas female students penalized self-promoting male professors but not female professors. Attribution-process analyses show backlash is strongest when male professors are seen as structurally advantaged, succeeding with less effort, or highly competent, and when self-promotion is interpreted as informative rather than boastful. Similar beliefs about female professors elicited only limited penalties. By integrating role-congruity, statistical discrimination, and attribution-process perspectives, the findings show that self-promotion’s effectiveness depends on the interaction between the self-promoter’s identity, the evaluator’s identity, and evaluators’ causal attributions. Organizational practices encouraging self-promotion may thus inadvertently produce unequal rewards and reinforce career inequities.