The sociocultural level of analysis – attribution theory: “Why did he do that?”

This month's post is on attribution theory. The student OSC blog is on also attribution theory, as this is one of the longest-lasting sociocultural theories, that resonates in business theory as well as in psychology, sociology and anthropology. While Heider’s original theory falls within the sociocultural level of analysis, there is a growing movement to see our desire to explain and understand the behaviour of others as part of cognitive neuroscience. The TED talk below bridges this gap. See this TED ...

Sociocultural level of analysis – why do people do what they do?

Have you ever stood waiting for a friend who is late, and wondered where they have got to?  “Maybe they are stuck in traffic?” “Maybe they forgot?” “Ah, not again, they are always late – hopeless!” If you have engaged in this thought process, and of course all of us have, then you are attributing a cause to an event: traffic jam, forgetfulness of your friend, or your friend’s disposition – s/he is always late. This is the basis for the ...