A self-serving bias, sometimes called a self-serving attributional bias, refers to individuals attributing their successes to internal or personal factors but attributing their failures to external or situational factors.[1] This bias is a mechanism for individuals to protect or enhance their own self-esteem.[2] A student who attributes a good grade on an exam to his or her own intelligence and hours of studying but a poor grade to the professor’s poor teaching ability and unfair test questions is exhibiting the self-serving bias. Studies have shown that similar attributions are made in various situations, such as the workplace,[3] interpersonal relationships,[4] sports,[5] and consumer decisions.[6] Both motivational processes (i.e. self-enhancement, self-preservation) and cognitive processes (i.e. locus of control, self-esteem) serve as intervening variables that influence the self-serving bias.[7] Furthermore, there are both cross-cultural (i.e. individualistic and collectivistic culture differences) and special clinical population (i.e. depression) considerations within the bias.[8][9] Much of the research on the self-serving bias has used participant self-reports of attribution based on experimental manipulation of task outcomes or in naturalistic situations.[1] Some more modern research, however, has shifted focus to physiological manipulations, such as emotional inducement and neural activation, in an attempt to better understand the biological mechanisms that contribute to the self-serving bias.
