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Biases in Attribution
546 Chapter 14 Social Psychology classmate’s behavior, predict what will happen if this person asks to borrow something in the future, and decide how to control the situation should it arise again. Similarly, whether a person attributes a partner’s nagging to temporary stress or to loss of affection can influence whether that person will work on the relationship or end it. People usually attribute behavior in a particular situation to either internal causes (characteristics of the person) or external causes (characteristics of the situation). For example, if you thought your classmate’s failure to return your notes was due mainly to lack of consideration or laziness, you would be making an internal attribution. If you thought that the oversight was due mainly to preoccupation with a family crisis, you would be making an external attribution. Similarly, if you failed an exam, you could explain it by concluding that you’re not very smart (internal attribution) or that your work schedule left you too little time to study (external attribution). The attribution that you make, in turn, might determine how much you study for the next exam or even whether you decide to stay in school. Online Study Center Improve Your Grade Tutorial: Fundamental Attribution Error Biases in Attribution Most people are usually logical in their attempts to explain behavior (Trope, Cohen, & Alfieri, 1991). However, they are also prone to attributional biases, or errors, that can distort their view of behavior (Gilbert, 1998). The Fundamental Attribution Error North American psychologists have paid special attention to the fundamental attribution error, a tendency to overattribute the behavior of others to internal factors (Moskowitz, 2005). Imagine that you hear a student give an incorrect answer in class. You will probably attribute this behavior to an internal cause and infer that the person is not very smart. In doing so, however, you might be ignoring possible external factors (such as lack of study time). A related attributional bias is called the ultimate attribution error. Through this error, the positive actions of people from a different ethnic or social group are attributed to external causes, such as easy opportunities, whereas their negative actions are attributed to internal causes, such as dishonesty (Pettigrew, 1979). The ultimate attribution error also causes people to see good deeds done by those in their own group as due to kindness or other internal factors and bad deeds as stemming from external causes, such as unemployment. In this way, the ultimate attribution error helps to create and maintain people’s negative views of other groups and positive views of their own group (Fiske, 1998). These attributional biases may not be universal (Miyamoto & Kitayama, 2002). For example, research suggests that the fundamental attribution error and the ultimate attribution error are less likely to appear among people in collectivist cultures such as India, China, Japan, and Korea compared with people in the individualist cultures of North America and Europe (Lehman, Chiu, & Schaller, 2004). And even within individualist cultures, some people hold a stronger individualist orientation than others. So some people in these cultures are more likely than others to make attribution errors (Miller, 2001; Vandello & Cohen, 1999). Other Attributional Biases The tendency to make internal attributions is much fundamental attribution error A bias toward attributing the behavior of others to internal factors. actor-observer bias The tendency to attribute other people’s behavior to internal causes while attributing one’s own behavior to external causes. less pronounced when people explain their own behavior. In fact, people tend to show an actor-observer bias: that is, we often attribute other people’s behavior to internal causes but attribute our own behavior to external factors, especially when our behavior is inappropriate or inadequate (Baumeister, 1998). For example, when Australian students were asked why they sometimes drive too fast, they focused on circumstances, such as being late, but saw other people’s dangerous driving as a sign of aggressiveness or immaturity (Harré, Brandt, & Houkamau, 2004). Similarly, when you are driving too slowly, the reason is that you are looking for an address, not that you are a big loser like that jerk who crawled along in front of you yesterday. The actor-observer bias occurs mainly because people have different kinds of information about their own behavior and the behavior of others. When you are in some Social Perception 547 Attributional biases are more common in some cultures than others. In one study, students in an individualist culture were more likely than those in a collectivist culture to explain acts of helping as being due to internal causes such as kindness or enjoyment of helping (Miller & Bersoff, 1994). WHY ARE THEY HELPING? self-serving bias The tendency to attribute one’s successes to internal characteristics while blaming one’s failures on external causes. situation—giving a speech, perhaps—the information most available to you is likely to be external and situational, such as the temperature of the room and the size of the audience. You also have a lot of information about other external factors, such as the amount of time you had to prepare your talk or the upsetting conversation that occurred this morning. If your speech is disorganized and boring, you can easily attribute it to one or all of these external causes. But when you observe someone else, the most obvious information in the situation is that person. You do not know what happened to the person last night or this morning, so you are likely to attribute the quality of the performance to stable, internal characteristics (Moskowitz, 2005). Of course, people do not always attribute their own behavior to external forces. In fact, whether they do so often depends on whether the outcome is positive or negative. In one study, when people were asked what they saw as the cause of their good and bad experiences when shopping online, they tended to take personal credit for positive outcomes but to blame the computer for the negative ones (Moon, 2003). In other words, these people showed a self-serving bias, the tendency to take personal credit for success but to blame external causes for failure. This bias has been found in almost all cultures, but as with the fundamental attribution error, it is usually more pronounced among people from individualistic Western cultures than among those from collectivist Eastern cultures (Mezulis et al., 2004). The self-serving bias occurs, in part, because people are motivated to maintain their self-esteem—and ignoring negative information about themselves is one way to do so. If you just failed an exam, it is painful to admit that the exam was fair. Like the other attributional biases we have discussed, self-serving bias helps people think about their failures and shortcomings in ways that protect their self-esteem (Dunning et al., 2003; Gilbert et al., 2004; Tesser, 2001). These self-protective cognitive biases can help us temporarily escape from unpleasant thoughts and feelings, but they may also create a distorted view of reality that can lead to other problems. One such problem is unrealistic optimism, the tendency to believe that good things (such as financial success or having a gifted child) are likely to happen to you but that bad things (e.g., accidents or illness) are not (Lin & Raghubir, 2005). Unrealistic optimism tends to persist even when there is strong evidence against it, and it can lead to potentially harmful behaviors. For example, people who are unrealistically optimistic about their health may not bother to exercise and may ignore information about how to prevent heart disease (Radcliffe & Klein, 2002). (“In Review: Some Biases in Social Perception” summarizes the common cognitive biases discussed here.)