![]() Bass and Talarzyk (1972) reported that respondents indicated higher average belief scores on attributes for their preferred brands than for less favored brands. Similar halo-like effects occur in many other circumstances. Thorndike (1920) noted that an individual tends to rate another person on an attribute by his perception of the person on some other attributes. The halo effect is well known to psychologists. ![]() We draw no substantive inferences from it. Since the method we use assumes intervally scaled data, the empirical example is included only for illustration of the methodology. The store image data which was conveniently available to us has ordinal (ranking) rather than interval (rating) scales on some variables. First, we estimate each individual's response function and then use an iterative technique to estimate the (true) locations of the objects across all individuals. We assume that individuals' responses are a function of the (true) location as well as a function of other variables. We refer to these as estimates of the true or actual location of the objects on the attribute, even though the attribute may be subjective.īasically, our objective is to use individuals' responses, which indicate their rating of an object on an attribute, to construct an estimate of the unmeasured (true or actual) location of the object on the attribute. We demonstrate a method for obtaining estimates of the locations of objects on particular attributes. Additional halo-like systematic response biases may be associated with other sources. The halo effect is well recognized by psychologists and has been defined as the "tendency in rating to be influenced by general impression or attitude when trying to judge separate traits" (English, 1934). The resulting averages may thereby be biased. Such biases may be due to their evaluations on other attributes, their overall evaluation of the object, its popularity, their usage or familiarity with it, their beliefs about other people's assessment of the object (peer attitude), cognitive dissonance (Festinger, 1957), or consistency maintenance (Rosenberg, et al, 1960). However, individuals may commingle their knowledge about the objects on many different attributes, and thereby provide response ratings on each attribute which are biased. Convenient estimators of these locations are the averages of many individuals' responses on the attribute. Marketing researchers and psychologists frequently attempt to obtain evaluations or locations of particular alternatives (individuals, objects, concepts, or brands) on particular attributes (traits, factors, variables, or characteristics), as in image studies, attitude models, and product attribute positioning models (Fishbein and Ajzen, 1975 Huber and James, 1977 Rosenberg, et al, 1960). This article describes a procedure for estimating locations of the judged objects corrected for these types of halo-like effects. These biases are similar to the well-known halo effect-an individual's tendency to bias his responses about an object on any specific attribute by his general, overall (global) impression. Individuals' judgments and responses often reflect many factors, such as their overall attitude toward the object being judged, its popularity, their familiarity with it, etc. Kent Hunt, Ann Abor, MI : Association for Consumer Research, Pages: 485-493.Īdvances in Consumer Research VolPages 485-493ĮMPIRICAL EVIDENCE OF HALO EFFECTS IN STORE IMAGE RESEARCH BY ESTIMATING TRUE LOCATIONS Victor Kubilius (1978) ,"Empirical Evidence of Halo Effects in Store Image Research By Estimating True Locations", in NA - Advances in Consumer Research Volume 05, eds. ABSTRACT - Individuals' judgments and responses often reflect many factors, such as their overall attitude toward the object being judged, its popularity, their familiarity with it, etc.
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