DiscussionBackground on the theory
Examples of application Success/Failure Romantic Jealousy
Communications Public Relations and Crisis Corporate Social Responsibility
Discussion
BackgroundBernard 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
Three characteristics in early theoryCause 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
The theory evolvesBroken down into interpersonal and
intrapersonal experiences
Refined focus on Causation Responsibility Blame Intentionality Controllability
ApplicationsRomantic 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).
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.
What are traits of a crisis?Unexpected
Negative
Both are traits, according to Attribution Theory, that drive a person’s need for explanation
Attribution Theory & Crisis CommunicationFirst 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.
Attribution Theory in CommunicationsAssess the threat
Determine initial crisis responsibility Examine intensifying factors
Consistency Has this happened before?
Distinctiveness Prior reputation
Attribution TheoryCorporate 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)
Attribution Theory in Action2007 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
Key TakeawaysThe 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)
Bauerle, S. Y., Amirkhan, J. H., & Hupka, R. B. (2002). An Attribution Theory Analysis of Romantic Jealousy. Motivation & Emotion, 26(4), 297-319.
Coombs, W. (2007). Attribution Theory as a guide for post-crisis communication research. Public Relations Review, 33(2), 135-139. doi:10.1016/j.pubrev.2006.11.016
Doohwang, L., Hyuk Soo, K., & Jung Kyu, K. (2011). The Impact of Online Brand Community Type on Consumer's Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social-Networking Web Sites. Cyberpsychology, Behavior & Social Networking, 14(1/2), 59-63. doi:10.1089/cyber.2009.0397
Jeong, S. (2009). Public's Responses to an oil spill accident: A test of the attribution theory and situational crisis communication theory. Public Relations Review, 35(3), 307-309. doi:10.1016/j.pubrev.2009.03.010
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers' Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective. Journal Of Consumer Psychology (Lawrence Erlbaum Associates), 11(1), 57-73.
Latta, R., & Patten, R. L. (1978). A test of Weiner's attribution theory inertial motivation hypothesis. Journal Of Personality, 46(2), 383. doi:10.1111/1467-6494.ep7380444
Weiner, B. (2000). Intrapersonal and Interpersonal Theories of Motivation from an Attributional Perspective. Educational Psychology Review, 12(1), 1-14.
Weiner, B. (2010). The Development of an Attribution-Based Theory of Motivation: A History of Ideas. Educational Psychologist, 45(1), 28-36. doi:10.1080/00461520903433596
Yates, S. (1998). ATTRIBUTIONS ABOUT THE CAUSES AND CONSEQUENCES OF CATACLYSMIC EVENTS. Journal Of Personal & Interpersonal Loss, 3(1), 7-24
Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations. Journal Of Consumer Psychology (Lawrence Erlbaum Associates), 16(4), 377-390. doi:10.1207/s15327663jcp1604_9
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