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I phrased it that way because I think this kind of influence on our judgement is pervasive: we all have our "thumbs on the scale" when evaluating our own behavior. That's bias. But at some point it's not a "thumb on the scale" anymore -- you've just thrown the scale away; that's denial.

Still, there are different types and sources of denial, just as there are different sources of emotional bias. "Self-image maintenance bias" and "self-image maintenance denial" can both be about general ways in which we try to maintain our self image (as strong, talented, attractive, whatever). "Moral self-image maintenance bias" or "moral self-image maintenance denial" can be about ways in which we try to maintain our self-image as good, decent people.