Attributional self presentation for actors and observers in success and failure situations

Attributions are an important part of self-presentation strategies. In order to favorably control their interpersonal environment, people are motivated to seek social approval in their self-presentations. Social norms determine which types of attributional self-presentations will result in social approval and which will not. A regression analysis was performed which showed that actor-observer conditions interact with success-failure conditions to produce different attributional patterns depending on the particular combination of at-tributor perspective and task outcome. These results are interpreted to mean that different attributional norms exist for actors and observers in success and failure situations. It is concluded that a normative self-presentational approach to attributions which includes both motivational and cognitive factor can help to explain inconsistent findings in the relevant research literature.