preview

Halo Horn Error

Decent Essays

Subjective reaction on the part of consumers noticed by researchers when attempting to analyze consumer attitudes and their relationship to the market structure, particularly in the area of advertising or brand evaluation. For example, in theory, an individual should be able to evaluate each feature of a given brand independently and should have no difficulty giving a high rating to one feature while giving another a low rating. However, in practice, researchers have noticed that respondents have a tendency to give a high rating to all the brand's features if they like the brand, and a low rating to all the features if they do not like the brand. This is known as a halo effect.
The halo effect makes it difficult to evaluate brands in …show more content…

Focus on differences, not similarities. o Attend to all aspects of a person’s performance. When an individual is particularly impressive/disappointing in one area, avoid the tendency to categorize other performance areas similarly.

II. Negative or Positive Leniency
Some raters are too hard to too easy overall in evaluating employees. Performance evaluation ratings that are severe or lenient give the wrong impression to personnel and to the employee.
Causes:
o
Membership in a weak team. (Guilt by association) The good player on a weak team usually ends up with lower ratings than he or she would have if on a winning team. o The self-comparison effect. The person who doesn’t do the job as we remember we did it when we held that job will suffer more than those those who do work unfamiliar to us. o The boss as perfectionist. Because the manager’s expectation level is so high, he or she is somewhat disappointed and rates people lower than they deserve. o The effect of the person’s past record. The person who has done good work in the distant past is assumed to be okay in the recent past oo. The impressions of past good work carriers over into later periods. o The effective of recentness. The person who does an outstanding job the previous week or the day before the evaluation discussion can offset mediocre performance over the previous months.

Cures: o
Develop an accurate understanding of the type

Get Access