A cognitive bias in which an overall impression of a person, company, brand, or product influences opinions about their specific qualities or characteristics. When someone has a positive general impression, they tend to evaluate specific attributes more favorably than they would objectively warrant, and vice versa for negative impressions. (Chapter 5, p. 189)*
*Terms defined for the Nurturing Online Communities (NOC) course include a chapter reference to the course text Building Successful Online Communities by Kraut and Resnick.
Citation: Center for Scientific Collaboration and Community Engagement. (2025) CSCCE Glossary: Nurturing Online Communities. Santistevan, Pratt, and Woodley doi: 10.5281/zenodo.17137478
Categories: Nurturing Online Communities (NOC) terms
« Back to Glossary Index