Much research has been done on how people attribute their success or failure to different causes in different contexts. We need a reason when we make a decision or make an evaluation or judgment of our actions. Human beings cannot live without motivation. Also, results suggest that people attribute failure less to themselves in a public context than in a private context. Data were analyzed by repeated measure ANOVA, and the results show that in a public context people tend to attribute failure more to external factors than to themselves. When a context triggers individuals to compare themselves to others, individuals may alter their attribution of failure in order to preserve their self-image and self-esteem. I tested self-serving bias in two different contexts in mainland China: in one, test results were public (students had access to each other’s test results) and in the other, test results were private (students only had access to his/her own results). Some studies have found that people attribute failure to external factors (Snyder, Stephan, & Rosenfileld, 1976) and others suggest that people attribute failure to internal factors (Ross et al., J Pers Soc Psychol 29:609–618, 1974). However, the results of the attribution of failure are not always consistent. Self-serving bias suggests that people tend to attribute success to internal factors and attribute failure to external factors (Bradley, J Pers Soc Psychol 36:56–71,1978 Miller and Ross, Psychol Bull 82:213–225,1975).
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