Using a Structural Model of Halo Effect to Assess Perceptual Distortion Due to Affective Overtones
- 1 September 1983
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 10 (2) , 247-252
- https://doi.org/10.1086/208963
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.Keywords
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