EXPLANATIONS FOR SUCCESSFUL AND UNSUCCESSFUL MARKETING DECISIONS - THE DECISION MAKERS PERSPECTIVE

The authors investigate the attributional processes involved in marketing planning. Using MARKSTRAT, a marketing simulation game, as a research setting, they find that decision makers are likely to have self-serving biases in their causal attributions for performance. The attributions are related to marketing decision makers' intrinsic incentives to succeed, expectations of future performance, and planning behavior.