Effects of knowledge that attributions will be observed by others

The current study was conducted to determine if attribution statements would be affected by subjects' knowledge that their attributions of success or failure would be observed by an opposite-sex peer. At the time subjects recorded their attributions, half of them anticipated that their attributions would soon be observed in their presence by an opposite-sex peer, while the other half recorded their attributions anonymously. Results indicated that attributions of success and failure were affected by the social context. Observed subjects evidenced less tendency to attribute their failure to low ability than did nonobserved subjects. Subjects who succeeded on an identity-relevant task reported higher ability attributions under observation conditions than under nonobservation conditions. Observed subjects evidenced significantly greater willingness to attribute failure to lack of effort than did nonobserved subjects. For a task intended to be of minimal relevance to subjects' identities, nonobserved subjects attributed failure to task difficulty to a significantly greater degree than did observed subjects. Results were discussed in relation to Bradley's contention that self-serving biases in attribution can usefully be conceptualized as strategic self-presentations.