Self-serving bias is a psychological tendency where individuals attribute their successes to their own skills and efforts, while blaming external factors for their failures. For example, if a student, like John, aces a test, he might think it’s because he studied hard. However, if he fails, he might blame the test being unfair or too difficult. This bias helps protect self-esteem and maintain a positive self-image. It can be seen in various situations, such as in sports, where an athlete, like Sarah, may credit her victory to her talent but attribute a loss to bad refereeing or poor weather conditions.