Notice that the self serving bias can overcome the

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Unformatted text preview: res.18 This tendency is called self-serving bias, and it is interesting because it suggests that people will explain the very same behaviour differently on the basis of events that happened after the behaviour occurred. If the vice-president of marketing champions a product that turns out to be a sales success, she might attribute this to her retailing savvy. If the very same marketing process leads to failure, she might attribute this to the poor performance of the marketing research firm that she used. Notice that the self-serving bias can overcome the tendency for actors to attribute their behaviour to situational factors. In this example, the vice-president invokes a dispositional explanation (“I’m an intelligent, competent person”) when the behaviour is successful. Self-serving bias can reflect intentional self-promotion or excuse making. However, again, it is possible that it reflects unique information on the part of the actor. Especially when behaviour has negative consequences, the actor might scan the enviro...
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