Recent Attribution Research in Consumer Behavior: A Review and New Directions

Recent consumer behavior research testing attribution theory principles is summarized and critiqued. Most studies on antecedents of causal inferences focus on how information about a product influences attributions, how the discounting effect influences liking for products, and how self-perception processes influence willingness to participate in marketing research. Research examining consequences of causal inferences focuses on product satisfaction. Major trends in attribution theory and future research directions are indicated