Discounting

Explanations > Theories > Discounting

Description | Example | So What? | See also | References 

Description

We often underestimate the effects of one cause of our behavior when another cause is more conspicuous.

Example

If you like playing the guitar in a band, and get a lot of adulation from your fans, you might end up discounting your simple enjoyment of playing music and conclude that you are really in it for the fame.

So what?

Using it

Keep reminding people of the lesser-attended-to causes of their desirable behaviors. Or shift perceived causes by emphasizing a cause which may be a step on the way to a change of behavior.

See also

Attribution Theory, Augmenting Principle, Overjustification Effect

References

Kelley (1972)

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