tending to praise oneself and exaggerate one's good qualities, strengths, and achievements while denying or ignoring one's bad qualities, weaknesses, or mistakes;
e.g. She had become self-centered and self-flattering, and all she did was talk about her success.
(verb)
praising oneself and one's good qualities, strengths, and/or achievements, especially while denying or ignoring one's bad qualities, weaknesses, or mistakes;
e.g. I wish they would stop self-flattering and instead focus on solving problems.