Role of Causal Attribution and State Self-Esteem in Emergence of Brand Commitment

Abstract

Based on the analysis of Kisler's commitment model and Weiner's attribution theory, a hypothetical chain of events resulting in brand commitment was offered: focus of attention → causal dimension → self-esteem → commitment. Its existence was tested in two studies that manipulated the focus of attention of participants in order to strengthen the weight of one of the two causal dimensions, attribution of choice results to internal/external causes (Experiment 1) and attribution of choice results to stable/unstable causes (Experiment 2). 60 students (29 men) and 72 students (29 men), respectively participated in studies. Results were analyzed using ANOVA and path analysis and supported the existence of the assumed chain of events resulting in commitment in both studies. At the same time, as expected, such a chain of events was more pronounced in the situation of success in Experiment 1 and in the situation of failure in Experiment 2. The advantages of using the attribution theory to explain the commitment and prospects for further research in this area are discussed.