Jim, a participant in a research study, rated an ad as "good" since he liked the celebrity featured in the ad. However, the ad was criticized by experts for being senseless and lacking realism. In this scenario, Jim experiencing the:

Question

Quizplus · Accepted Answer

Jim's positive rating of the ad based solely on his liking of the celebrity featured in it is an example of the halo effect, which is the tendency for an overall positive or negative impression of a person, brand, or product to influence judgments of specific attributes or characteristics of that entity.

Jim, a Participant in a Research Study, Rated an Ad