Using a Structural Model of Halo Effect to Assess Perceptual Distortion due to Affective Overtones

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.