Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Maker's Perspective
通过营销模拟游戏MARKSTRAT，研究发现决策者在解释营销绩效时存在自利偏差，这种归因与内在激励、未来预期和规划行为相关。
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.