Attributional Thoughts about Consumer Behavior

Two fundamental principles from attribution theory were examined for the role they might play in the psychology of the consumer. They are: (1) perceptions of causality along a stability dimension influence the anticipated likelihood of product satisfaction, and (2) perceptions of causality along a controllability dimension influence judgments of responsibility and retributive actions. Comments about the longevity of an attributional framework, methodological recommendations, and the heuristic value of the theory also are included. Copyright 2000 by the University of Chicago.