Abstract:The self-serving attributional bias-attributing success internally and failure externally-appears for many psychologists to have achieved the status of an empirical fact (Brown & Rogers, 1991). Researchers indeed find a consistent tendency for individuals to attribute success to self (e.g., Miller & Ross, 1975). Yet the literature on failure attributions shows a lot of variability. Many experiments find external attributions for failure (e.g., Snyder, Stephan, & Rosenfield, 1976. Many other studies, however, find internal attributions for failure (e.g., Ames, 1975;Ross, Bierbrauer, & Polly, 1974;Weary et al., 1982). In fact, Zuckerman's (1979) qualitative review reveals broad diversity in effects. Among 13 studies on attributions for failed interpersonal influence, for example, 5 found a self-serving pattern, 4 found a non-self-serving pattern, and 4 found no effects. A recent quantitative review found that the distribution of effect sizes ranged across positive and negative values (Campbell & Sedikides, 1999, p. 34); self-serving and non-self-serving effects were observed frequently.
Article:The diversity of effects for failure attributions seems reasonable when we consider the costs of a dominant tendency toward defensiveness. As Nisbett and Ross (1980) argued The costs of willy-nilly distortions in perception are simply too high to make them a cure-all for the disappointed or threatened perceiver. In general, misperceptions make us less able to remedy the situations that threaten us or give us pain than do accurate perceptions. In a sense, they poorly serve the goals of maximizing pleasure and minimizing pain in the long term. (p. 234) At a more general level, people have many motives and goals simultaneously (Heider, 1958;Lewin, 1935). The presence of contradictory effects suggests that unidentified moderators and additional motivations are operating. Our goal is to develop a model of self-serving attributions based on the interplay of two motivational systems, which we discuss in more detail below.Self-Enhancement and Self-Assessment Self-enhancement motivation engenders a preference for cognitions and interpretations that foster a positive self-concept. This general motive has broad psychological consequences (Dunning, 1999;Taylor & Brown, 1988). Research on self-understanding (Sedikides, 1993), for instance, shows that people seek self-knowledge in ways designed to yield flattering results. After self-reflecting, people preferred to ask highly diagnostic questions of themselves when the trait was highly self-relevant and positively valenced. When the trait was highly self-relevant and negatively valenced, people selected less diagnostic questions. People also generated questions judged to be more diagnostic when the trait was central to self and positive, as opposed to central and negative. Finally, people consistently affirmed possessing positively valenced traits and denied having negative traits.