Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

Marketing is more of a science than its more creative counterparts – advertising, public relations and promotions – but, despite its emphasis on research and number-crunching, marketing still relies ...

Marketing attribution often feels like a black box. Budgets go out, deals come in — yet the connection between the two remains frustratingly unclear. This lack of visibility forces marketing teams ...

Drawing on attribution theory and the services marketing literature, the authors examine how the allocation of causality and length of the service recovery process impact post-recovery consumer ...

Consumer confidence in advertising claims and their expectancy of product value were experimentally measured under two conditions for five product ads. As suggested by attribution theory, when ...