Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the _____ effect, distorts the ratings and defeats the ability to control for specific components.
A)halo
B)recency
C)stimulus-response
D)visual option source
E)contextual

Question

Quizplus · Accepted Answer

The described tendency is commonly known as the halo effect, which occurs when a person's overall impression of something influences their perception of its various aspects. In the case of advertising, this may lead participants to rate a commercial positively in all dimensions even though it may not be effective in some specific areas.

Sometimes Participants Rate an Ad Good on All Characteristics Because