Developing a Clothing Boutique Business

The core communication theory that this start-up plan will be predicated on is Fritz HeiderÆs attribution theory. Heider developed his theory to explain how people make causal explanations to answer questions beginning with ôWhy?ö (Brown). Heider found that people try to identify the causes of events through a process that he termed ôattribution,ö in which an individual uses orderly and rational thought processes to observe information that may shed light on causal relationships (Autere, 5-6). In attribution, other individuals become important targets of observation, and observing them becomes significant in the process of creating mental models relating to growth (Autere, 6). Heider referred to his theory as ônanveö psychology, because the causes of peopleÆs behavior are deduced from their beliefs, whether those beliefs are actually valid or not (Brown).

HeiderÆs attribution theory developed as a social psychology issue to answer questions of social perception (Brown). An example of applied attribution theory concerns the question of why a student fails a test; does failing the test mean that the student has low ability or that the test is hard? (Brown). Either way, the question concerns the causes of observed behavior, and the answer is given by ôthe man on the street,öùsomeone who is merely observing and does not actually know the answerùwhich is why Heider called attribu

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kalarova et al., 6). The interview data was examined minutely in terms of attribution theory, and many of the questions were specifically designed to provide attributions. For example, asking respondents why they wanted to start their business was an attempt to elicit an attribution; asking them why they expected the business to be successful tried to elicit another attribution (Bakalarova et al., 7). Respondents were asked what major problems they had in starting the business and what other major problems they expected in the future (Bakalarova et al., 7). Researchers then parsed the responses into the attributional elements that were included in a respondentÆs answer, as follows: Actual answer: "While I'm home, don't drive, taught self HTML, am handicapped, I currently one up and running it my resume floating out there" Parsed elements: 1. while I'm home 2. don't drive 3. taught self HTML 4. am handicapped 5. I currently one up and running it 6. my resume floating out there (Bakalarova et al., 7). As can be seen from the example, responses are not necessarily grammatical or logical, but the information is generally sufficient for evaluating the locus of causality (Bakalarova et al., 8). Assigning attribution is a
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Approximate Word count = 4623
Approximate Pages = 18 (250 words per page)

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