Attribution and Dissonance Theories

Presented By – Pranesh Debnath Roll No.- 49

◦ Assess responsibility for the outcomes of the event.What is attribution theory? Attribution theory aids in perceptual interpretation by focusing on how people attempt to: ◦ Understand the causes of a certain event. Organizational Behavior: Chapter 5 2 . ◦ Evaluate the personal qualities of the people involved in the event.

◦ External causes are within the person‘s environment. Organizational Behavior: Chapter 5 3 .What is attribution theory? Internal versus external attributions of causes of behavior. ◦ Internal causes are under the individual‘s control.

◦ Consistency — whether an individual responds the same way across time. ◦ Consensus — likelihood of others responding in a similar way. Organizational Behavior: Chapter 5 4 . ◦ Distinctiveness — consistency of a person‘s behavior across situations.What is attribution theory? Factors influencing internal and external attributions.

Mizerski. 1972).Attribution and Dissonance Theories  Attribution theory is a group of interrelated psychological principles.  to  The theory attempts to describe various approaches that consumers adopt explain their own and others‘ behavior. 1. object perception. and personperception. Self-Perception According to this theory (Bern. These explanations are called ―attributions‖. . attitudes of individuals are formed by observing their own past behavior and are consistent with those past actions. and Kernan. Cont…. (1979) have distinguished three types of attribution theories: self-perception. Golden.

2. or by selling brand ‗A‘. and observations of others about the event that involve the object in making attribution. 1967) considers the distinctiveness. brand ‗B‘ is of low quality and they cannot sell it on regular price. 3. Cont…. the salesperson will get more commission. Other-person Perception The customer considers. why did the salesperson recommend brand ‗A‘. consistency. . and not the brand ‗B‘? Perhaps. Object Perception This theory (Kelly.

 Generally. dissonance or discomfort is felt by consumers when they are exposed to information that  conflicts with their original belief or attitude.  This often leads the customer to suspect that perhaps the choice made is not the wisest one.  Post-purchase dissonance is quite normal and creates in the customer a feeling of uneasiness about prior beliefs or actions. Cont…. after a high-involvement purchase.Dissonance Theory  According to this cognitive dissonance theory (Festinger. . the customer recalls that some other brands with unique features were not selected. This is particularly true in almost all cases of expensive high-involvement product purchases. 1957).

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