yl J.

Bems

Self-Perception Theory
Jahanzeb Abbassi Talha Aquil Mubashar Habib Hafiz Ummar Sadaf Farooq Mooeed-uz-zaman

Individuals' inferences or judgments as to the causes of their own behaviour.

Daryl J. Bem
A Social Psychologist

Internal Attribution .
Dispositional Attribution An inference that an event or a persons behavior is due to personal factors such as traits, abilities, or feelings Blaming a factor, agent, or force within ones control for causing an event

External Attribution
Situational Attribution An inference that a persons behavior is due to situational factors. Blaming an outside factor as the cause of an event

Complexion of Self-Perception

Internal Attribution Illustration

Behavior
I am eating Chocolate.

I am alone at home.

Cause

I like Chocolate.

External Attribution Illustration

Behavior
I am eating Chocolate.

A man has a gun pointed at me.

Cause

I am eating Chocolate because I might otherwise be shot.

??? Attribution Illustration

Behavior
I am eating meal.

My parents have said that I will not be allowed up from the table until I have finished the meal.

Cause

Its External one

Behavior
I am eating a meal.

My parents have said that I will not be allowed up from the table until I have finished the asparagus.

Cause

I dont like meal.

Minimal rewards lead to high interest in a task; external rewards for tasks lead to low interest in it.

OVERJUSTIFICAT ION EFFECT

An Interesting Sidelight of Self-Perception

Overjustification Example
Behavior
9 year old Rocky plays cricket with the neighborhood kids all day.

He receives no external reward for doing this.

Cause

He plays cricket because it is fun.

Overjustification Example
Behavior
25 year old Rocky is playing Cricket in the Major Ckt Leagues.

He receives $1 million a year to play cricket.

Cause

He is playing for the money (environmental cause) not for pleasure (personal cause).

Marketing Imlications...
Attributions Distinction Defence Attribution Principle

Foot-in-the-Door Technique
Door-in-the-Face Technique

Criticism...

Cognitive Dissonance Theory

SPTs explanation for the results of the Festinger and Carlsmith Experiment
Behavior:
I told the guy that I liked the experiment.

Environment:
I got $20 for it.

Cause:
I hated that experiment.

SPTs explanation for the results of the Festinger and Carlsmith Experiment
Behavior:
I told the guy that I liked the experiment.

Environment:
I got $1 for it.

Cause:
The experiment was okay.