Halo in Consumer Satisfaction: Replication and Extension of an Experimental Study

Abstract

This paper replicated and extended a pioneer study on halo effects in consumer satisfaction (Wirtz and Bateson 1995). An experiment was conducted using a travel agency service. Two attribute performances were manipulated in a 2x2 factorial design, and the performances of five other attributes were held constant, employing a video to standardize performances across all experimental conditions.