Article1983

Using a Structural Model of Halo Effect to Assess Perceptual Distortion Due to Affective Overtones

106 citations0/0 files storedJournal of Consumer Research

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Psychometric Methodologies and Testing Consumer Behavior in Brand Consumption and Identification Sensory Analysis and Statistical Methods

Abstract

Perceptual distortion due to affective overtones can cause problems for consumer research on evaluative judgments. This paper proposes and illustrates a method for estimating such perceptual biases via a structural model of halo effect. In this application, a reanalysis of some data originally reported elsewhere indicates the model's usefulness in assessing perceptual distortion due to affective overtones.

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References

1969Statistical Theories of Mental Test Scores 1975Design and Analysis: A Researcher's Handbook 1920A constant error in psychological ratings.1976Design and Analysis: A Researcher's Handbook 1969Theories of cognitive consistency : a sourcebook 1981Feature Interactions in Consumer Judgments of Verbal versus Pictorial Presentations 1980The Direction of Causality between Perceptions, Affect, and Behavior: An Application to Travel Behavior 1981A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation

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1986Expanding the Ontology and Methodology of Research on the Consumption Experience 2013Corporate Social Responsibility 2013Selective Halo Effects Arising From Improving the Interpersonal Skills of Frontline Employees 2012Corporate social responsibility (CSR) as a halo effect in issue management: public response to negative news about pro-social local private companies 2001Improving the measurement of customer satisfaction: a test of three methods to reduce halo

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