that people make sense of their surroundings on the basis of what they consider is the cause and what is the effect of a phenomenon. It suggests that individuals
observe their own behavior
, try to figure out what caused it, and then (whether or not their conclusion is in fact
correct) shape their future behavior accordingly. If aconsumer
, for example, has had bad experience with a locally-made product
(and good experience with an imported one) he or she may conclude that the bad product is bad because it is locally made.