When consumers use computers to help make purchase decisions, how do they attribute responsibility for the positive or negative outcomes of those decisions? The results suggest that, in general, attributions of responsibility reflect a self-serving bias: Consumers tend to blame computers for negative outcomes and tend to take personal credit for positive ones. However, the results also suggest that, when consumers have a history of intimate self-disclosure with a computer, this pattern of attribution is significantly mitigated: Consumers are more willing to credit the computer for positive outcomes, and are more willing to accept responsibility for negative outcomes. In addition, this research provides evidence that the causal relation between self-disclosure and attributions of responsibility is partially mediated by attraction.Computers often play arole in anumber of stages in the buying process. Consumers frequently rely on them to deliver information about what to buy, to help find what they're looking for, to process payments, and even to provide follow-up service. When computers play such a prominent role in the purchase process, their perceived performance becomes critical. If, on the one hand, consumers decide that a given computer has performed its tasks efficiently and effectively, the likelihood that they will rely on that computer for help with future transactions probably increases. If, on the other hand, they decide that the computer has performed inadequately, the likelihood that they will rely on it again probably decreases.On what basis do consumers retrospectively decide whether or not a computer has performed well? In some cases-say, for example, the computer crashed when the consumer tried to check-out-the answer is obvious. The computer did not perform its tasks well. In other cases, however, the answer is less obvious. Consider the following scenario:Joe Konsoomer decides to buy a stereo but can't decide which one to purchase. Because the choices are almost limitless, he elects to visit a computer Web site that provides information about consumer electronics products. After browsing the information provided by the com-Requests for reprints should be sent to Youngme Moon,