Product Attribute Evaluations: Role of Consumer Experience and Halo Effects

Srinivasan Swaminathan Sylvia Long-Tolbert Brian D. Till,

Product Attribute Evaluations:

Understanding the Role of Consumer Experience

and Halo Effects

 

Sylvia Long-Tolbert

Drexel University

 

Brian D. Till

Saint Louis University

 

Srinivasan Swaminathan

Drexel University

ABSTRACT

Traditional multi attribute models treat consumers’ evaluation of different attributes without considering the interrelationship among the evaluation of these attributes.  We conducted two experiments, where consumers evaluated search, experience and credence attributes both before and after trying products.  Based on the theories of ‘halo effects’ and ‘information diagnosticity’, we find that these attribute evaluations are not independent of one another.  Specifically, consumers’ post-trial evaluation of credence attributes are found to be affected by their post-trial evaluation of experience attributes.  However, such halo effects are not present for search attributes.
[ to cite ]:
Srinivasan Swaminathan Sylvia Long-Tolbert Brian D. Till (2006) ,"Product Attribute Evaluations: Role of Consumer Experience and Halo Effects", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 678-679.