High Quality Content by WIKIPEDIA articles! A self-serving bias, sometimes called a self-serving attributional bias, refers to individuals attributing their successes to internal or personal factors but attributing their failures to external or situational factors. This bias is a mechanism for individuals to protect or enhance their own self-esteem. For example, a student who attributes a good grade on an exam to his or her own intelligence and hours of studying but a poor grade to the professor’s poor teaching ability and unfair test questions is exhibiting the self-serving bias. Studies have shown that similar attributions are made in various situations, such as the workplace, interpersonal relationships, sports, and consumer decisions. Both motivational processes (i.e. self-enhancement, self-preservation) and cognitive processes (i.e. locus of control, self-esteem) influence the self-serving bias. There are both cross-cultural (i.e. individualistic and collectivistic culture...

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