Abstract
Traditionally, the self-serving bias has been investigated in ambiguous contexts in which participants work on tasks that measure novel abilities before making attributions without clear criteria for success or failure feedback. Prior studies have confirmed that the self-serving bias is pervasive in the general population, yet it varies significantly across situations involving ambiguous contexts. The present study features an unambiguous context encompassing interpersonal events that involved implicit causality (with the “self” as an actor or recipient), the inherent logic of which indicated attribution criteria. The aim of this study was to explore whether there is a self-serving bias in unambiguous contexts and to examine whether it is as sensitive to situation as it has been shown to be in ambiguous contexts. The results showed that, in an unambiguous context, participants exhibited self-serving bias in relation to attribution associated with negative interpersonal events. Additionally, the self-serving bias was greater in the actor condition relative to the recipient condition (Study 1), and this effect was not affected by the level of self-awareness, which was manipulated by the use or otherwise of a camera during the experiment (Study 2). Our findings provide evidence for the existence of the self-serving bias in unambiguous contexts. Moreover, the self-serving bias was shown to be immune to situation in unambiguous contexts, but it did depend on factors associated with the events per se, such as the actor versus recipient role that the self played in interpersonal events.
Highlights
It is thought to be a fundamental need of individuals to try to maintain positive beliefs about themselves (Heine et al, 1999; Mezulis et al, 2004; Sedikides and Alicke, 2012)
There was no significant difference between the actor (M = 3549 ms, SE = 213) and the recipient (M = 3446 ms, SE = 209) condition for evaluating positive events [F(1,21) = 0.75, p = 0.40]. These results suggest that participants are more likely to isolate the self from negative events, indicating there is a self-serving bias present in unambiguous contexts
Our study explored the self-serving bias and the impact of self-awareness on it in unambiguous contexts
Summary
It is thought to be a fundamental need of individuals to try to maintain positive beliefs about themselves (Heine et al, 1999; Mezulis et al, 2004; Sedikides and Alicke, 2012). Other studies’ findings have suggested that individuals manifest a self-serving bias because they wish to enhance or protect their self-esteem, which has been identified as a “self-enhancement” or “self-protection” motivation (Bradley, 1978; Cunningham et al, 1979; Sedikides et al, 1998) Such motivations have been shown to engender a preference for fostering a positive self-concept (Duval and Silvia, 2002). When there are few objective criteria with which to evaluate the correctness of attribution in an ambiguous context, self-assessment concerns are reduced, conflict between selfenhancement/self-protection and self-assessment motivations tends to be weaker in ambiguous contexts
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
