Enterprise–consumer intergroup attributional bias

Abstract

We examined whether customers' attribution of positive and negative events was influenced by intergroup attributional bias toward enterprises and consumers. The participants ( s = 180 in Study 1 and 54 in Study 2) read fictional case studies of positive and negative events occurring in relation to enterprises and consumers and then provided details of their attributions. The results supported the existence of both derogatory attributions toward enterprises and favorable attributions toward consumers. Thus, an intergroup attributional bias was generally observed. Furthermore, stereotypes about enterprises influenced the formation of derogatory attributions toward enterprises. A more significantly negative enterprise stereotype was associated with an increased likelihood of showing a derogatory attribution toward enterprises. Whether the event was positive or negative, participants' perception was more inclined toward assigning egoistic motivational attributions to enterprises rather than to consumers. This study provides a new, integrative perspective to understand consumer attributions in relation to enterprise events.