The impact of negative stereotypes can be harmful, and as a result, stigmatized targets are often motivated to deny their accuracy. However, at times, targets of even the most unflattering stereotypes embrace them as valid. Early stigma researchers conceptualized this self-stereotyping as a form of internalized self-hatred. However, within the last few decades, stigma researchers have challenged ... [Show full abstract] this notion. This more contemporary approach asserts that there are situations where endorsing negative stereotypes can actually be of use to those who are targeted by them. For instance, endorsing negative self-stereotypes can be used to help justify the status quo, fulfill assimilation and differentiation needs, and protect against personal and social threats. The purpose of the present paper is to review both traditional and contemporary explanations for the causes and consequences of negative self-stereotyping. In doing so, we highlight strengths and limitations within the self-stereotyping literature and suggest future directions for research.