BUS210: Business Communication

Attribution theory is part of the socio-psychological tradition and analyzes how individuals make inferences about observed behavior. Attribution theory assumes that we make attributions, or social judgments, as a way to clarify or predict behavior.

Steps to the attribution process

1. Observe the behavior or action.
2. Make judgments about the intention of a particular action.
3. Make an attribution of cause, which may be internal (i.e. the cause is related to the person), or external (i.e. the cause of the action is external circumstances).

For example, when a student fails a test an observer may choose to attribute that action to 'internal' causes, such as insufficient study, laziness, or having a poor work ethic. Alternatively the action might be attributed to 'external' factors such as the difficulty of the test, or real-world stressors that led to distraction.

Individuals also make attributions about their own behavior. The student who received a failing test score might make an internal attribution, such as "I just can't understand this material", or an external attribution, such as "this test was just too difficult".

Fundamental attribution error and actor-observer bias

Observers making attributions about the behavior of others may overemphasize internal attributions and underestimate external attributions; this is known as the fundamental attribution error. Conversely, when an individual makes an attribution about their own behavior they may overestimate external attributions and underestimate internal attributions. This is called actor-observer bias.