Self-serving bias
Self-serving bias is a common cognitive bias that refers to an individual's tendency to attribute their successes to internal or personal factors while blaming external factors for any failures. This bias is part of the broader category of the need for speed in cognitive processing and falls under doing what matters in self-assessment and perception.
How it works
The self-serving bias operates through two primary mechanisms. First, it enhances self-esteem by allowing individuals to credit themselves for their successes. This boosts their self-worth and confidence. Second, by attributing failures to external factors, individuals protect their ego and prevent a negative self-assessment. This bias is motivated by the need to maintain a positive self-image and is influenced by emotional and motivational factors.
Examples
- A student attributes their excellent exam results to their hard work and intelligence, but when they perform poorly, they blame the difficulty of the questions or an unfair grading system.
- A salesperson takes credit for closing a big deal, citing their negotiation skills, but when a deal falls through, they blame the economic environment or uncooperative clients.
Consequences
The self-serving bias can lead to an inaccurate assessment of one's abilities and performance. In the long term, it may result in complacency, as individuals might not recognize areas where improvement is needed. In group settings, this bias can cause conflicts, as team members may have differing views on responsibility and achievement.
Counteracting
To counteract the self-serving bias, individuals can practice self-reflection and seek feedback from others to gain a more balanced view of their actions and outcomes. Encouraging an environment that values constructive criticism and accountability can also help reduce the prevalence of this bias.
Critiques
One critique of the concept of self-serving bias is that it may not apply universally across all cultures. Some studies suggest that collectivist cultures may exhibit less self-serving bias compared to individualistic cultures. Additionally, it's argued that this bias could sometimes be adaptive by maintaining mental health and motivation.
Also known as
Relevant Research
Self-serving biases in the attribution of causality: Fact or fiction?
Miller, D. T., & Ross, M. (1975)
Attribution of success and failure revisited, or: The motivational bias is alive and well in attribution theory
Zuckerman, M. (1979)