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Sinem's Notes-Session 20 - 3/28/2011 Attribution Theory A...

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3/28/2011 Attribution Theory A theory of how individuals find explanations for events, or causes of effects or behavior 1. Stability: Is the cause of the event temporary or permanent? 2. Focus: Is the problem consumer- or marketer- related? 3. Controllability: Is the event under the consumer's control? Or is it under marketer's control? Attribution Theory • Explanations of causes of (unfavorable) outcomes affect satisfaction/dissatisfaction. • People tend to make internal attributions (i.e., to themselves) for success but external attributions (e.g., to the firm) for failure. • Dissatisfaction with firm increases when consumers attribute product failure to factors under the firm's control. 1
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ID M IC H IGAN '. ~' , MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 20 March 28, 2011 Winter 2011 © Copyright 2011 by Carotyn Yoon. All rights reserved Today • Social Influence Today • Cultural Influence Next Monday, April 4: • "A Case for Brand Loyalty" 2 1
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Flows of Influence in the Social Environment ( CUlture) V F am i Iy ~~ ) (;;::..--Me-d-ia---- - consumers Sources of Influence • General influence sources • Marketer vs. non-marketer dominated • Delivered personally or via mass media • Differ in reach, capacity for two-way communication, and credibility • Special influence sources ~ A('oII.L>-- L)Jlntc<.Jr c.fclJ-+O( 01 UCXj(j2..~ • Opinion leaders e~ ·· Opro..
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