Attribution refers to the process of identifying the cause or source of an event, behavior, or outcome. In psychology, it often involves understanding how people explain their own actions or the actions of others. For example, when someone succeeds, they might attribute their success to hard work, while a failure might be blamed on external factors like bad luck. In marketing, attribution is used to determine which channels or strategies contribute to a customer's decision to make a purchase. This helps businesses like online retailers and advertisers allocate resources effectively and optimize their campaigns for better results.