The projection or superimposition, onto an object, of a quality or a conventional or ultimate identity that it doesn't have. For instance, to superimpose true existence onto the conventionally existent "me." Literally, the term means "sticking feathers on to something." Some translators render it as "exaggeration," but it is not the exaggeration of something present. Rather, it is the adding of something that is not there, as if it were present.
Tibetan: སྒྲོ་འདོགས། sgro-'dogs
J. Hopkins: Superimposition; exaggeration; reification; overestimation