Midwestern Girls, Approximately

I don't know, maybe its a Midwestern thing, but where I'm from, you're not supposed to brag about yourself. That's what my mom says. She says you should wait for people to recognize your good qualities. And then you should say, like, 'Oh no, I'm not really that great at whatever-it-is. I'm just okay.' And then they'll say, "No, really. You're great.' And you say, 'I'm really not, but thanks anyway for saying so.' And they'll say, 'Yes you are. You so are!' And you say, 'Gee, do you really think so?' And then they'll say, 'Totally!' And then people think you're good at whatever it is you're good at, but they don't think you're braggy about it 'cause that makes you seem like a real tool. Plus, it's unladylike. 

From Beauty Queens by Libba Bray

Honestly, this sort of thing is hard to fight against. Sometimes it is too braggy. But sometimes you are too modest. Where is the line? This happens early in the book, so obviously the character that says this (Mary Lou) grows a set of Lady Balls (Thatchers, if you will) by the end of the book. But there's a difference between bragging and sticking up for yourself.

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