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An example of self-serving is a lie told to make yourself look better.
A speech full of self-serving comments.
She's a conniving, self-serving, arrogant creature. Heartless, too.
Lying that is consistently self-serving with no prosocial motive is a serious issue.
Now his father was putting a damper on it with his all consuming, self-serving plots.
I can't picture him fighting or picking on anyone, but if I closely consider the signs, I can see his tendency to take advantage of others, if only in a self-serving way.
He grumbled something about getting one of those "take a number" dispensers the big city post offices had, right below their self-serving signs applauding their high level of service.