Immune to Situation: The Self-Serving Bias in Unambiguous Contexts

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.