The Halo Effect in Store Image Measurement

Abstract

This research investigates the use of alternative rating procedures, familiarity, attribute importance and respondent sex on the magnitude of the halo effect present in store image measurement. The results indicate that while there was little difference in the impact of the two measurements on the halo effect, both subjects'familiarity with the store and attribute importance had an impact on the degree of halo effect present. Further, respondent sex interacted with attribute importance such that females were less subject to halo effects than males when important attributes were involved.