Halo Horn Error

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Subjective reaction on the part of consumers noticed by researchers when attempting to analyze consumer attitudes and their relationship to the market structure, particularly in the area of advertising or brand evaluation. For example, in theory, an individual should be able to evaluate each feature of a given brand independently and should have no difficulty giving a high rating to one feature while giving another a low rating. However, in practice, researchers have noticed that respondents have a tendency to give a high rating to all the brand's features if they like the brand, and a low rating to all the features if they do not like the brand. This is known as a halo effect. The halo effect makes it difficult to evaluate brands in terms of their strengths and weaknesses. However, if a brand name has a quality reputation in the marketplace, the halo effect may work to the brand's advantage, particularly when the company is introducing a new product into the line. Positive or negative opinion about a person based on an impression formed from performance in one area. For example, an interviewer might judge an applicant's entire potential for job performance on the basis of a single characteristic such as how well the applicant dresses or talks. The term "halo effect" describes what happens when a scientific observation is influenced by the observer's perceptions of the individual, procedure, or service that is under observation. The observer's prejudices, recollections of previous observations, and knowledge about prior observations or findings can all affect objectivity and must be guarded against. The term also describes the effect, usually beneficial, that a health care provider's manner, attention, and care have on a sick person, regardless of the nature of the service or the procedure involved. This is a variation of the placebo effect, though it differs from the placebo effect in being associated with the personality of the service provider rather that with...
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