Self-serving bias in psychology

The self-serving bias suggest that in attributing causes to behaviour, we attribute success to internal causes (e.g. I did well in the exam because I worked hard), and failure to external causes (e.g. family problems meant I didn’t have enough time to revise). A content analysis by Lau & Russell of newspaper articles reporting baseball and football players’ and managers’ explanations of success and failure support this idea. However, though his study has high ecological validity, it may have been biased by the researchers’ subjectivity.

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