The halo effect is a problem for researchers when pretesting ads.

Question

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The halo effect is a cognitive bias where a person's overall impression of a product or person influences their perception of specific traits or abilities. When pretesting ads, participants may have a positive impression of the brand or sponsor, which could lead them to rate the ad more favorably than they otherwise would. This can be problematic for researchers who are trying to obtain unbiased feedback on the effectiveness of an advertisement.

The Halo Effect Is a Problem for Researchers When Pretesting