Page 12 - Management Theory 2023-2024 Edition

www.pharmacyexam.com Krisman

In short, a potential difference exists between the observer’s attribution and various situations that have not
been observed by the observer. For example, in above case Steve may be a dishonest in most instances,
however at the time when the observer is making an attribution, his behavior may likely give off an impression
that he is an honest person.

Fundamental Attribution Error:

Normally, people tend to attribute traits to others, and to see their own behaviors in terms of the various
situations in which they operate on a day to day basis. They see themselves as actors and interpret their
responses as more of a response dependent on different situations while they observe others. Acting as
observers, they tend to see stable characteristic in others (a stable characteristic does not vary by situations).
Researchers have described this actor-observer tendency of people as “fundamental attribution error.” It helps
one to differentiate between acute symptoms (situations) and chronic symptoms (traits).

Take for example a pain related to headache. Many of us experience the headache on an infrequent basis and
seek situational explanation for the cause of it. The headache may be because of poor sleep or due to a lack of
coffee in the morning. In this example, we are responding to a symptom by seeking a situational explanation for
the pain. For some people however, the symptoms of headache are more permanent. For example, a person
who is suffering from migraine. For such a person, these symptoms become a characteristic of him. He is able to
say he is healthy despite chronic disease (migraine headache) because he can do the things that he expects to
be able to do.

Lewin’s Three-Step Change Model:

Dissatisfaction with symptoms is the driving force behind a patient’s action to visit a physician or a pharmacist.
Symptoms that are unusual and associated with perceived risk, and that interfere with day to day function of the
life, may often lead to action on the part of the patient. One way to summarize this change is with Lewin’s
unfreeze movement-refreeze change process.

1. The process of change includes an initial phase where an individual must be “stuck” from existing ideas
and behaviors. This is known as the “Unfreezing Phase.” For example, Mr. Mehta has a habit of smoking.
He smokes 10 to 15 cigarettes per day. This is called the unfreezing phase.

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