The Importance of Halo Effects in Multi-Attribute Attitude Models

Neil E. Beckwith · Donald R. Lehmann

119 citations0/0 files storedJournal of Marketing Research

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Abstract

A simultaneous equation model was used to explain both the overall attitude of heterogeneous individuals towards television shows and also their beliefs about the shows on six relevant attributes. The halo effect may be the primary reason for the usually good descriptive results of the multi-attribute model.

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1957A Theory of Cognitive Dissonance 1966A New Approach to Consumer Theory 1920A constant error in psychological ratings.1968Readings in Attitude Theory and Measurement 1969Theories of cognitive consistency : a sourcebook 1965Conflict, Decision and Dissonance 1956Cognitive structure and attitudinal affect.1973Issues in Marketing's Use of Multi-Attribute Attitude Models

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