Research Note--Should Consumers Use the Halo to Form Product Evaluations?

Article OPEN
Peter Boatwright; Ajay Kalra; Wei Zhang;
  • Journal: Management Science,volume 54,issue 1 January,pages217-223
  • Related identifiers: doi: 10.1287/mnsc.1070.0742
  • Subject: halo effect, decision-theoretic consumer choice, James-Stein estimator, utility preference
    arxiv: Astrophysics::Galaxy Astrophysics | Astrophysics::Cosmology and Extragalactic Astrophysics
    acm: ComputingMethodologies_COMPUTERGRAPHICS | ComputingMethodologies_IMAGEPROCESSINGANDCOMPUTERVISION

In purchase situations where attribute information is either missing or difficult to judge, a well-known heuristic that consumers use to form evaluations is the halo effect. The psychology literature has widely considered the halo a reflection of consumers' inability to... View more
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