Abstract:People will, under certain conditions, attribute failure to an external target to avoid an unfavorable selfevaluation. But to what external target do people attribute failure? Based on Fritz Heider's analysis of similarity and attribution, we predicted that failure-a negative event-would be attributed to a similarly negative external target. Participants worked on a task ostensibly created by three other people and received failure feedback. Self-awareness was either high or low, and people believed that their likelihood of improving in the future was either high or low. The valence of the fictional group members was manipulated such that one member was positive, another was mildly negative, and the third was highly negative. As in past research, highly self-aware persons who could not improve their failure attributed failure externally, relative to the other conditions. Consistent with Heider's analysis, these participants perceived the negative group members as being responsible for their failure relative to self and the positive group member. Implications for the self-serving bias are discussed.
Article:People typically have many goals and motives simultaneously (Freud, 1923;Heider, 1958;Lewin, 1935), so the operation of important motives maybe obscured by parallel or contrary motives. For example, people are motivated to maintain a positive self-evaluation by achieving consistency between the self and important standards and values (Duval & Wicklund, 1972; Silvia &Duval, in press). One consequence of this motive is the -self-serving bias‖: people will attribute negative events to external causes to avoid a lowered self-evaluation (Federoff &Harvey, 1976). Yet people should not always make self-serving attributions because this is not the only important motive. In fact, the influence of additional motives is reflected in the contradictory self-serving bias literature. Some studies do find external attributions for failure (e.g., Snyder, Stephan, &Rosenfield, 1976). Other studies, however, find internal attributions for failure (e.g., Ames, 1975;Ross, Bierbrauer, &Polly, 1974;Weary et al., 1982) or no effect at all. Indeed, a recent meta-analysis (Campbell & Sedikides, 1999) and past reviews (Zuckerman, 1979) show that self-serving and other-serving attributions are both common findings.What other motives might be moderating the self-serving bias? Duval and Silvia (in press) suggest that attributional motives are a significant factor. People want to be consistent with their standards, but they also want to accurately attribute events to their most plausible cause (see Duval & Duval, 1983, for a detailed discussion). Such attributions enable a reasonably accurate understanding of the environment's causal structure (Heider, 1944(Heider, , 1958, which is useful when striving for complex goals. These two motives can be harmonious. When self is the most plausible cause for success, for example, an internal attribution will simultaneously further self-evaluative and attributional motives. But the two goals ...