Attribution and Dissonance Theories

Presented By – Pranesh Debnath Roll No.- 49

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

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

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

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

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

Cont…. 1957). after a high-involvement purchase.  Generally. the customer recalls that some other brands with unique features were not selected.  Post-purchase dissonance is quite normal and creates in the customer a feeling of uneasiness about prior beliefs or actions. This is particularly true in almost all cases of expensive high-involvement product purchases. 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.Dissonance Theory  According to this cognitive dissonance theory (Festinger. .

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