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Self-Presentation, Self-Monitoring, and the Self-Serving Bias in Causal Attribution

William K. Gabrenya, Jr.

Alan S. Appelman

Susan T. Cochran

University of Missouri-Columbia

Research has shown that individuals' causal attributions are affected by the degree of public scrutiny of their behavior (Bradley, 1978). An experiment was conducted to test a self-presentational explanation of this finding. High and low self-monitors were or were not closely scrutinized (videotaped) during their performance of a task at which they either succeeded or failed. Low self-monitors were expected to provide an attributional baseline (little or no self-presentation) against which the self-presentational tendencies of high self-monitors could be assessed. It was found that high self-monitors assumed significantly greater responsibility for success than for failure when videotaped, but assumed only somewhat more responsibility for success than for failure when not taped. Surprisingly, low self-monitors' attributions were affected by the manipulation of evaluation intensity. Low self-monitors assumed more responsibility for success than for failure when they were not taped, but assumed no more responsibility for success than for failure when they were taped.

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