This document provides an overview of attribution theory, which explores how people explain success and failure. The theory was developed by Bernard Weiner and examines internal vs. external, stable vs. unstable, and controllable vs. uncontrollable attributions. It discusses applications to success/failure, romantic jealousy, and crisis communication. Specifically, it outlines how attribution theory relates to managing crises through reputation assessment and response, and how corporate social responsibility can shape attribution. The key points are that people seek causal explanations, attribution influences blame assignment, and proactive reputation management can guide reaction attributions during a crisis.

1. Attribution Theory
Ryan Ruud COMM 634

2. Discussion
 Background on the theory
 Examples of application
 Success/Failure
 Romantic Jealousy
 Communications
 Public Relations and Crisis
 Corporate Social Responsibility
 Discussion

3. Background
 Bernard Weiner (1980, 1992)
 Social Psychology and Motivation Theory
 Continues to be updated, with new updates
most relevant to Communications
 Explores the explanations people tend to make
to explain success or failure

4. Three characteristics in early
theory
 Cause of success/failure may be internal or
external
 Cause of success/failure may be stable or
unstable
 Cause of success/failure may be controllable or
uncontrollable
Assumes people will interpret environment to
maintain positive self-image

5. The theory evolves
 Broken down into interpersonal and intrapersonal
experiences
 Refined focus on
 Causation
 Responsibility
 Blame
 Intentionality
 Controllability

6. Applications
Success/Failure
 Academic successes
 Likelihood and forecasting

7. Applications
Romantic Jealousy 
 Examined the perception of romantic advances
within partner relationship and outside
 Explored perceptions and cause
 Outcomes
Negative events judged to be due to Personal causes
allow for the assignment of blame, whereas those having
Impersonal causes do not (Weiner, 1995).

8. Or to put it another way . . .
Negative events judged to be due to
organization fault and causes allow for
the assignment of blame, whereas those
having external causes (act of God etc.)
do not.

9. Powerful theory
Managing crisis

10. What are traits of a crisis?
 Unexpected
 Negative
 Both are traits, according to Attribution Theory,
that drive a person’s need for explanation

11. Attribution Theory &
Crisis Communication
 First true studies began in the 1980s
 Can be applied to a variety of crises
 Product Harm (Siomkos & Kurzbard, 1994).
 Ethical Crises (Bradford & Garrett, 1995).
 Situational Crisis Communication Theory (SCCT)
rooted in Attribution Theory
 Two parts: Reputation before, mangement after
crisis.

12. Attribution Theory in
Communications
 Assess the threat
 Determine initial crisis responsibility
 Examine intensifying factors
 Consistency
 Has this happened before?
 Distinctiveness
 Prior reputation

13. Attribution Theory
Corporate Social
Responsibility (CSR)
 Prior Reputation
 Consumers give incentive to companies that are
responsible
 Perception again is key (attribution theory plays out
in the function of assigning incentive)
 Can disarm consumers in light of a crisis (attribution
theory plays out in the SCCT notion of distinctiveness
(Yoon, 2006)

14. Attribution Theory in Action
 2007 Samsung Group Korean Oil Spill
 Oil spill was result of something Samsung did
 Oil spill was the result of rough weather
 Respondent exposed to varying levels of
distinctiveness
 CSR, unethical management, no change
Distinctiveness (perception) can diffuse negative
perception and attribution

15. Key Takeaways
 The need for explanation
 How people rationalize the explanation
 Controllable/ uncontrollable etc.
 Place blame, or “get out of jail free” card
 Proactive PR
 CSR
 Reactive PR
 Crisis management (Attribution Theory -> Situational
Crisis Communication Theory)

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Any
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doi:10.1207/s15327663jcp1604_9
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