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The effect of result publicity on self-serving attributional bias —— a social comparison perspective

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  • Shanshan Wen

    (Shenzhen University)

Abstract

Self-serving bias suggests that people tend to attribute success to internal factors and attribute failure to external factors (Bradley, J Pers Soc Psychol 36:56–71,1978; Miller and Ross, Psychol Bull 82:213–225,1975). However, the results of the attribution of failure are not always consistent. Some studies have found that people attribute failure to external factors (Snyder, Stephan, & Rosenfileld, 1976) and others suggest that people attribute failure to internal factors (Ross et al., J Pers Soc Psychol 29:609–618,1974). I tested self-serving bias in two different contexts in mainland China: in one, test results were public (students had access to each other’s test results) and in the other, test results were private (students only had access to his/her own results). When a context triggers individuals to compare themselves to others, individuals may alter their attribution of failure in order to preserve their self-image and self-esteem. Data were analyzed by repeated measure ANOVA, and the results show that in a public context people tend to attribute failure more to external factors than to themselves. Also, results suggest that people attribute failure less to themselves in a public context than in a private context.

Suggested Citation

  • Shanshan Wen, 2018. "The effect of result publicity on self-serving attributional bias —— a social comparison perspective," Frontiers of Business Research in China, Springer, vol. 12(1), pages 1-12, December.
    • Handle: RePEc:spr:fobric:v:12:y:2018:i:1:d:10.1186_s11782-018-0028-8
    DOI: 10.1186/s11782-018-0028-8
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    References listed on IDEAS

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    1. Pilar Sanjuán & Alejandro Magallares, 2014. "Coping Strategies as Mediating Variables Between Self-serving Attributional Bias and Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 15(2), pages 443-453, April.
    2. Zhuomin Shi & Zaoying Kuang & Ning Yang, 2017. "Why it is hard to explain Chinese face?—FACE measurement models and its influence on ecological product preference," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-22, December.
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