BUSI 600 Literature review - Ries, A. (2006). Understanding...

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Ries, A. (2006). Understanding marketing psychology and the halo effect.Health Care StrategicManagement, 24(6), 9. Retrieved from?accountid=12085Marketing and psychology are closely related: if psychology is the systematic study of humanbehavior, then marketing is the systematic study of human behavior in the marketplace. Haloeffect also has connect with psychology and marketing, psychologists often refer to the haloeffect. One example of this effect is that good-looking people tend to be perceived by others asmore intelligent, successful, and popular. In the marketing, Apple computer is an example thatwith halo effect that is attracted by consumer and helped the entire Apple product line. In today’scommunication society, company can concentrate on the best product and lets the product as ahalo effect for the rest of line. Virtually every principle of psychology has an application inmarketing. The first product in a new category will imprint itself in human mind as the original,authentic, and real thing. Therefore, the connection between halo effect and marketing behaviorseem like a psychology action of human being. It is important for people to study psychologyfirst before to do business.Bagozzi, R. P. (1996). The role of arousal in the creation and control of the halo effect in attitudemodels.Psychology & Marketing, 13(3), 235. Retrieved fromThis article analysis the conditions under which the halo effect can be created where nonenormally exists and reduced or eliminated where it does occur. A laboratory experiment wasconducted to induce physiological arousal as a mechanism for influencing halo. First, the articleconclude the relation between attitude and belief. The belief determine attitudes, it is a classicsequence assumed in attitude theory, your belief in one thing will decide your attitude, if aperson really want to do something best, he or she will have positive attitude on that thing, he orshe may works really hard. Next, attitudes determine belief, this is the halo effect and has notbeen investigated within the context of attitude toward actions. Next, belief and attitudesinfluences each other, belief may determine attitudes and attitudes may also determine belief.Then, beliefs and attitudes share one or more common antecedents such that any observedassociation between them is spurious. This could happen when measures of belief and attitudesshare common method biases. Next, beliefs weighted by evaluations are parallel measures ofattitude along with attitude toward an act. Beliefs and attitudes are unrelated. This is the nullhypothesis for many of the above. Therefore, the purpose of this article is to study the nature ofhalo effect and how beliefs and attitudes are affected by halo effect. The article state halo effectas, “the influence of one’s attitude toward an action on beliefs about perceived consequences of

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Term
Spring
Professor
RErickson
Tags
Business, Management, Brand, Halo

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