Research note - Should consumers use the halo to form product evaluations?

Management Science

Volumn 54, Issue 1, 2008, Pages 217-223

  Boatwright, Peter ^a   Kalra, Ajay ^a   Zhang, Wei ^b  

^a CARNEGIE MELLON UNIVERSITY   (United States)

^b Altus Pharmaceuticals Inc   (United States)

Author keywords

Decision theoretic consumer choice; Halo effect; James Stein estimator; Utility preference

Indexed keywords

DECISION-THEORETIC CONSUMER CHOICES; HALO EFFECTS; JAMES-STEIN ESTIMATORS; UTILITY PREFERENCE;

ERROR ANALYSIS; HEURISTIC METHODS; OPTIMIZATION; PRODUCT DEVELOPMENT; RISK ANALYSIS;

CONSUMER PRODUCTS;

EID: 38849144618     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.1070.0742     Document Type: Article

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