Cognitive Complexity and the Perception of Attitude Objects: An Examination of Halo Error

Abstract

The purpose of this study was to examine the relationship between cognitive complexity, a structural variable of cognition, and halo error, a perceptual variable. Data were obtained from 99 subjects who evaluated eight brands of toothpaste and 10 makes of automobiles along with a Bieri Reptest for each product category. As predicted, complexity was significantly and inversely related to the variation in belief ratings (halo) for each brand of toothpaste or make of automobile.