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Essay On Consumer Attribution

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Consumer attribution is one significant field where many research studies have already been conducted in terms of analysing the entire process and defining the core concept. In simple terms, it is the process by which the consumers associate some attributes to a product that induces them for purchase in the future. In the words of Abed Abusaleh(Haire, 2016b), it is defined as the process by which the responses are associated to the relevant sources irrespective of its channel. Peter Koeppel summarizes it as the ultimate sum of money that is earned from every dollar being invested(Haire, 2016b). Although in (Haire, 2016a), Thomas Haire says that attribution is a mechanism wherein a marketer can add more value to the sales campaigns and the continuing customer interactions by looking at it from the customer’s viewpoint. (Mikeska and Harvey, 2013) concluded that the …show more content…

It affects the outlook of the consumers mainly in two different measures. Firstly, a manufacturer is targeted more stringently for having higher visibility in the mind of the consumers. Due to this, a more visible manufacturer may draw in more blame as compared to another less-known manufacturer as stated by the Primacy Rule of consumers accepting the first competent justification of a crisis (Kelley and Michela 1980). On the other hand, having a better brand visibility may provide a better defence for a manufacturer by exhibiting a more desirable brand image. And due to this, the retailer is more likely to be blamed for a possible product failure due to the exploitation of the visibility factor and whereby the wholesaler projects a better brand image. These are the two sets of competing hypotheses that was developed regarding the effects of brand visibility. The first being the predominance of the quality-inference rule and the second being the endorsement of the salience rule(Wanru Su and Tippins,

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