The Influence On The Business Performance Of The Self Serving Attribution

Self-serving attribution means that the management regard their own efforts as the result of good performance, the decline in performance is due to the external environmental factors in the disclosure of the causal attribution. Self-serving attribution involves overestimating the extent to which internal characteristics versus external characteristics are contributing factors to better per formance. According to the motivation of self-serving attribution, it can be divided into implicit self-serving attribution and control of self-serving attribution. Implicit self-serving attribution is managers who is influenced by their own behavior, showed the self-serving attribution in the unconsciously behavior. Control of self-serving attribution is managers based on the specific purpose, consciously do some thing on the management of performance attribution in order to achieve the expected results. From the Angle of sustainability, implicit self-serving attribution is influenced by organizational inertia. Smaller differences exists in implicit self-serving attribution of a conpangy between different years. Control of self-serving attribution is occurs under special circumstances. It depends on the situation of enterprise management, so the stability is relatively poor. Control of self-serving attribution seriously distort the real causes of business performance. The behavior of performance attribution whitewash is not conducive to the sustainable development of the enterprise. Corporate performance is a result of the combined action of a series of internal and external factors. It is difficult to distinguish the contribution of each factors on the performance. So we explore the influence on the business performance of self-serving attribution from the angle of control of self-serving attribution.This article takes the listed companies of Alcohol and alcohol manufacturing industry in China as samples, using content analysis, analysissentence by sentence, judging every word attribution category, then attribution is linked with performance, calculating the self-serving attribution attendency. And then through the individual fixed effects model isolated control of self-serving attribution from self-serving attribution. After identifying research samples and paired samples, we build linear regression model to explore the impact of self-interesting attribution on business performance. The results indicate that the control self-interesting attribution is at the expense of the company’s future cash flow from operating activities for the ascension of profitability. But there is a limit to the improvement of profitability. The control of self-serving attribution reduces the profitability the next year and compensated and strengthened in the following year of the second and the third midterm.The control of self-serving attribution is a kind of attribution bias. The information of the control of self-serving attribution transfered in the capital markets will reduce the effectiveness of the capital market. As for the participants of the capital market, it can be done through his own effort on the identification and correction of the self-serving attribution. In view of the above conclusions, this paper puts forward the following suggestions, hoping to provide reference to capital market participants. Fitst, strengthening the investor education. The capable investor play a important role in rectifying the self-serving attribution. Second, improving the system of internal audit of listed company and ensureing the effective implementation of the internal audit work. Third, accounting firm should set up the concept of niche market, strengthen the awareness of its own brand in the market segment. Fourth, sound legal provisions, strength the supervise of self-serving attribution and after the event. Fifth, the financial analyst should establish the identification and warning system of self-serving attribution and focus on the control of self-serving attribution.