Abstract
Within the framework of attitude theory, this study investigates the conditions under which the halo effect can be (a) created where none normally exists and (b) reduced or eliminated where it does occur. A laboratory experiment was conducted to induce physiological arousal as a mechanism for influencing halo. Using a spreading activation model of semantic memory to frame predictions, it was hypothesized and found that arousal produced a halo effect for positive beliefs, tended to reduce halo for negative beliefs, and eliminated halo (marginally) for all beliefs treated as an aggregate. The context for the study was attitudes toward blood donation. A total of 220 people participated in a fully randomized two-group posttest-only design with multiple covariates and measurement error taken into account explicitly. Theoretical and applied implications are discussed. © 1996 John Wiley & Sons, Inc.
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