Desirable Biases: Self-Enhancement Is Seen as Biased and Bad, Other-Enhancement Is Seen as Biased but Good

People who describe themselves as better than others are evaluated negatively, particularly when such self-enhancement is perceived as biased. This research replicates this finding, but it shows the opposite pattern for other-enhancement. People making flattering descriptions of their relatives and loved ones were seen as biased but likeable, whereas people who did not do so were seen as more realistic but less likeable. Critically, the enhancement of other people only inspired favorable impressions when it was perceived as sincere (i.e., true in the eyes of the enhancer). Moreover, and in line with an attributional account, the fewer people shared that assessment, the more it was perceived to reveal about the enhancer and how much they liked the target of the enhancement. This research suggests a nuanced version of the role of bias perception in impression formation, whereby biased appraisals are expected in certain domains, and they can inspire favorable impressions.