Swine Flu: A Field Study of Self‐Serving Biases

Self‐serving biases were examined as an explanation for swine flu inoculation behavior. Subjects who had recently had the opportunity to obtain the shot were surveyed by questionnaire. As predicted, most persons held biased beliefs that their own health was superior to that of others. Those getting or intending to get the shot had less health bias, had recently experienced a confidence‐shaking event, and felt that the shot might make a difference in their health. The results are seen as having implications both for self‐serving bias research and for disease control.