In this article caspi talks about how the halo effect

This preview shows page 12 - 14 out of 29 pages.

In this article, Caspi talks about how the halo effect misdirected her decisions.Caspi’s early experience with a halo effect proved to be an error in judgment. Caspispeaks about her first experience with an attractive guy and how she knew all the attributes thathe possessed. This guy was attractive and a good talker. Caspi stated, “I knew all this about himand yet still entered into a relationship with him. And, of course got burned in the end” (Caspi,2010). Caspi goes on to say, “his halo effect was so commanding that even when you went inarmed and prepared, he was still able to use his finesse to get his way” (Caspi, 2010).Caspi had learned that the halo effect can be very powerful. Caspi had numerousexperiences that taught her about the halo effect, but she still would be drawn to the mostattractive guy. Caspi concludes by saying, “the thing about the Halo Effect: It temporarilyparalyzes your brain from thinking logically. We pass judgment on people before getting to knowthem – whether good, bad or indifferent – and sometimes get hurt before we correct our firstimpression” (Caspi, 2010).An Experimental Investigation of Halo Effects in Satisfaction Measures of ServiceAttributesIn this article, authors Wirtz and Bateson, research the halo effect in customer service.Wirtz and Bateson describe customer service as, “the evaluative response to the perceived
The Halo effect13outcome of a particular consumption experience” (Wirtz & Bateson, 1995). They also state thatconsumers form expectations and beliefs about brand performance at the decision making stageand then perceive the brand’s performance during the consumption stage (Wirtz & Bateson,1995). Until this study the halo effect had not been researched on customer service.In Wirtz and Bateson’s study they find that halo effects do occur in customer service.Many services have a high level of credence and indistinct characteristics. The perception andevaluation of both credence and indistinct characteristics can be influenced by other factors suchas prior knowledge or expectations (Wirtz & Bateson, 1995). The authors found that when a haloeffect was present levels of disconfirmation and satisfaction can be misleading. The study alsoshowed that halo effects could prevent a reliable understanding of attribute specific comparisonbetween products. Lastly the study showed that halo effects could contaminate attribute specificsatisfaction measures (Wirtz & Bateson, 1995).Wirtz and Bateson concluded by saying halo effects can taint satisfaction measures. Thusone must be careful when deciphering attribute specific data. They go on to say, performancelevels of service can be disguised by halo effects thus rendering comparisons of levels of servicewould be unreliable.The Brand Halo Effect: Brand Reliability influence on Used Car PricesIn this article, authors Betts and Taran, discuss research on the brand halo effect in usedcar pricing. They state that a brand with a halo effect around the overall brand causes its price toincrease regardless of its individual attributes. To have a “used” goods market the good has tohave a high initial price so resale is possible. For this reason the authors chose automobiles.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 29 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
RErickson
Tags
Halo

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture