What Is the Connection Between Perception and Attribution?

The Origin of Attribution Theory: Heider first wrote about attribution theory in his book, The Psychology of Interpersonal Relationships (1958). This book played a major role in the origin and definition of attribution theory. Jones and Davis's systematic assumptions about understanding of intentions were presented in a 1965 article entitled "From Action to Deployment." Kelley published The Attribution of Social Psychology in 1967. Kelley (1967) further enhanced Heider's theory by adding assumptions that influence the formation of attribution: consistency, specificity, and majority.

Attribution model

The Origin of Attribution Theory: Heider first wrote about attribution theory in his book, The Psychology of Interpersonal Relationships (1958). This book played a major role in the origin and definition of attribution theory. Jones and Davis's systematic assumptions about understanding of intentions were presented in a 1965 article entitled "From Action to Deployment." Kelley published The Attribution of Social Psychology in 1967. Kelley (1967) further enhanced Heider's theory by adding assumptions that influence the formation of attribution: consistency, specificity, and majority.

Chinese name

Attribution model

Presenter

Heider

Presentation time

1958

Article

From Action to Deployment

Kelly divides attribution into two categories: one is attribution that can be observed multiple times for the same behavior or event, called multi-thread attribution; the other is attribution based on one observation Situation, called a single clue attribution. Kelly believes that people's attribution to behavior always involves three factors: (1) objective stimuli; (2) actors; (3) relationships or situations; among them, the actors' factors are internal attributions. Objective stimuli and their relationship or situation are external attributions.

When people perceive human behavior, they always try to infer and explain. So-called

Distinctiveness

Refers to whether the actor responded the same to other stimuli of the same type, whether he exhibited this behavior on many occasions or only in a specific situation. For example, does an employee who is late today often behave freely and in violation of regulations. If the discriminative behavior is low, the observer may attribute it internally; if the discriminative behavior is high, the cause of the activity may be attributed to the outside.

Consistency

It refers to whether the actor responds to the same stimulus in any situation and at any time, that is, whether the actor's behavior is stable and durable. For example, if an employee does not always

Attribution theory proposes some rules that everyone follows in the process of judging and explaining the behavior of others. In the management process, the attribution of managers and employees to behaviors is inevitably affected by these laws. Managers need to recognize that employees respond based on their subjective perception of things, not just objective reality. Employee evaluation of salary, superiors, work

Application of attribution theory

Psychology, criminal law, morality, decision-making. Understand cognitive preferences.

human resource Management. Assessment, self-assessment, peer-to-peer assessment, etc.

education

Marketing Communications

Applying advertising, attribution theory demonstrates that consumers can be attributed to the desire of the advertiser to sell the product (one-sided advertising) or the actual attributes of the product communicated by an honest advertiser (two-sided advertising). This theory implies that bilateral information, including negative information about products, may lead audiences to believe that advertisers are telling the truth. Advertiser

There are three levels implicit in attribution:

1. Perception, observation, people must perceive and observe behavior.

2. Judge, decide whether it is intentional or not, one must believe that an act was intentionally done

American psychologist Bernard Weiner (1974) proposed an attribution model centered on the cognitive component of success or failure. He believes that an individual's interpretation of success or failure is nothing more than the following four factors: (1) his own ability; (2) the degree of effort put in; (3) the difficulty of the task; (4) the good or bad of luck. Among them, ability and effort are the "internal causes" that describe personal characteristics; difficulty and luck are the "external causes" that represent environmental factors. Weiner divided the four reasons according to the "stability" dimension: ability and task difficulty are factors of stability; effort and luck are unstable, and they vary greatly in various situations. He believes that the two dimensions of "internal and external control points" (that is, internal and external factors) and "stability" are independent of each other and achieve the achievement of one person.

Attribution theory proposes some rules that people follow in the process of judging and explaining the behavior of others. In the management process, the attribution of managers and employees to behaviors is inevitably affected by these laws. Managers need to recognize that employees respond based on their subjective perception of things, not just objective reality. Whether employees' perceptions and attributions of salary, superior evaluation, job satisfaction, their position and achievements in the organization are correct, have an important impact on the development of their potential and the good operation of the organization; at the same time, management When judging and explaining the behavior of employees, they should also try to avoid bias and errors in attribution.