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Although it is difficult to state with any degree of precision the point at which halo is present, a rough rule of thumb is that average inter-correlations of around 0.60- 0.70 or greater are suggestive of a halo effect. The usual first step in assessing halo is a factor analysis of the rating data.
When a significant halo effect is suspected, the basic strategy is to compute partial correlation coefficients between attribute ratings after taking into account the effect of overall brand evaluation.
The net effect is to remove response-set bias and halo effect from the rating data.