University of Michigan - Ann Arbor

Self-serving bias is a type of bias that is characterized by an individual's tendency to attribute their accomplishments to internal factors (e.g., personality traits) and attribute their failures to situational aspects. 

Self-Serving Bias

Which of the following best describes the self-serving bias?

Which scenario best illustrates the concept of self-serving bias?

Which of the following behaviors demonstrates self-serving bias?

An example of self-serving bias is how fans explain the outcomes of their favorite sports teams. For instance, after a victory like the one celebrated by the hockey team in the accompanying image, fans tend to make internal, stable, and controllable attributions, such as crediting the team's talent, consistent hard work, or effective strategies. Conversely, losses are typically explained by external, unstable, and uncontrollable factors, like unfair referees, the opponent having a home-field advantage, or poor weather conditions.

Example of Self-Serving Bias in Sports Team Attributions

An example of self-serving bias occurs when a student aces an exam and makes a dispositional attribution for their success, such as thinking, "I'm smart." By attributing the success to internal characteristics rather than situational factors like, "The exam was easy," the student is able to take credit for the accomplishment and protect their self-esteem.

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