Framing Choice As an Opportunity Encourages Situational Attribution

Ernest Baskin, St. Jospeh's University, USA
Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
Framing a choice as an opportunity increases the tendency to attribute choices to the situation rather than disposition thereby decreasing the diagnosticity of a choice for one’s self-concept. This increases preference for negative self-concept options (e.g. vices) and decreases preference positive self-concept items (e.g. virtues).
[ to cite ]:
Ernest Baskin, Nathan Novemsky, and Ravi Dhar (2015) ,"Framing Choice As an Opportunity Encourages Situational Attribution", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 80-84.