An Attributional Analysis of Decisions about Making Commitments

Abstract

Although attributions have been implicated in the decision to invest resources in a course of action following success and failure feedback, they have not been systematically examined. A tripartite notion of commitment (i.e., escalation, perseverance, and diminution of commitment) is introduced and hypothesized to vary with the nature of the attributions made for past performance. An examination of 298 sequential product-investment decisions made by groups of American business administration students in a simulated business environment indicated that good luck, bad luck, high ability, low effort, and easy task attributions distinguished the three levels of reinvestment.

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