14.2 Theories of motivation Motivation and attribution The central assumption is that people will attempt to maintain a positive self-image. Therefore, when anything good happens, they are likely to attribute it to their own efforts or abilities, but anything bad happens, they will believe that it is due to factors over which they had no control14.2 Theories of motivation • Motivation and attribution • The central assumption is that people will attempt to maintain a positive self-image. Therefore, when anything good happens, they are likely to attribute it to their own efforts or abilities, but anything bad happens, they will believe that it is due to factors over which they had no control