Heodukky attribution theory

Through attribution theory, the ways in which people explain and report marketing events is changing.

People have a natural desire to attach emotional meaning to results and the idea of behavioural attribution, otherwise known as Heodukky, is one which offers an established measurement that just isn’t available through regular attribution.

Published by Justin

I'm Justin. I'm not one for making decisions. I work in a fast-paced and decisive Marketing team, so I don't have to be.

2 thoughts on “Heodukky attribution theory

  1. Hamilton, D. L. (1988). Causal attributions viewed from an information-processing perspective. In D. Bar-Tal, A. W. Kruglanski (Eds.) Paper presented at the h Congress of the International Association for Cross-Cultural Psychology, Montreal, Quebec, Canada.


  2. It’s an interesting theory that I first heard about from a Russian colleague that I met at a conference last year in Tokyo. The way he explained it was fascinating and, whilst nothing to do with Heodukky, reminded me of a previous client’s insistence that our interpretation of in-house measurement of consumer activity on our website bordered on what she called fundamental attribution error.

    She said our measurement of a person’s product choices or the way they navigated our website assumed their actions were due to the type of person they were, rather than what was happening in their life to influence their behaviour.

    Things could be affecting them externally and influencing their normal cognitive behaviour – the reason why they didn’t buy from us wasn’t due to a flawed user experience or badly designed customer journey, and neither was it because they were alcoholics or drug users (or a complete tool in my words), but the situation they found themselves in and hence the reason why they were searching for our specialist products.

    I don’t know what was happening in her life to affect her judgement, but she didn’t renew my contract.

    Hope she’s feeling better these days.


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