Attribution Asymmetry in Perception of Companies’ Successes and Failures

Abstract

This study assessed the asymmetry in the causal and dispositional attributions for a company’s failures and successes from the perspective of an external observer in the context of morality- vs. competence-related events. Eight hundred respondents participated in a five-factor experiment within a covariation model. We found asymmetry in the attributions of successes and failures in that company factors were found to have contributed more to successes than failures. Successful companies were perceived as open, innovative and stable, whereas unsuccessful companies were viewed as less innovative and unstable. This study contributes to the knowledge of how observers react to the successes and failures of companies with respect to two broad categories of attribution targets.

Keywords: causal attribution, dispositional attribution, company’s image, success vs. failure, competencevs. morality-related events

JEL Classification: D82, M14, M30