Repairing a Spoiled Identity: An Application of Attribution Theory

This exploratory study applies attribution concepts in the investigation of self-presentational tactics. We contend that self-attributions following failure are used by an actor not only to restore self-esteem but to mitigate negative social consequences for the self. Data for this study derive from a role-playing experiment in which subjects were asked to explain a failing academic performance. Weiner's control dimension and Kelley's covariation model are used to codify subjects' explanations of their performance. As predicted, individuals overwhelmingly attributed failure to uncontrollable causes. Further, the vast majority of the information provided by subjects about their performance consisted of claims of high distinctiveness which, according to Kelley, lead to external causal attributions. Effects of sex of actor and of influence target are investigated, and some suggestive patterns emerge. Based on this study, we suggest that the conceptual framework of attribution theory can benefit research on interpersonal tactics.