The Attribution Theory

The Attribution Theory is given by Fritz Heider and it is a system that can be employed for assessing how people comprehend the behavior of themselves and others. This theory is more or less how people create causal description. Heider states in his book "The Psychology of Interpersonal Relations", that all conduct is thought to be influenced by either external or by internal factors:

• External Attribution: causality is attributed to an outer factor, force or agent. Outer factors fall outside your check. You comprehend you have no alternative. Then your conduct is determined, finite or even completely decided by influences outside your area. Thus you feel not accountable.
• Internal Attribution: causality is attributed to inner factor,  force or agent. Inner factors fall inside your own area of control. You can select to act in a peculiar way or not. Thus your behavior is not determined, finite or even completely decided by influences outside your check. Thus you feel accountable. A general illustration is your own intelligence. It is also known as Dispositional Attribution.

Attribution factors by Kelley in 1967: Kelley boosted Heider's theory by summing up hypotheses concerning factors which involve the formation of attributions:

• Consistency information. The stage to which the actor does that same behavior in the direction of an object on distinct occasions.
• Distinctiveness information. The level to which the actor does distinct behaviors with different objects.
• Consensus information. The level to which other actors does the same behavior with the same object.

Utilization of the Attribution Theory(Applications)

• HRM. Appraisals, Peer-Appraisals, Self-Appraisals, etc.
• Psychology, Ethics, Decision-making, Criminal Law, realizing Cognitive Bias.
• Marketing Communication.

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