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...By the authors licensee ronpub lubeck germany this article is an open access distributed under terms and conditions d s soper f piepkorn halo effect contamination in assessments of web interface design creative commons attribution license http creativecommons org licenses journal information systems ojis volume issue www com issn daniel farnaz department decision sciences california state university fullerton n college blvd usa dsoper fpiepkorn edu abstract paper relies on findings theory from both human computer interaction cognitive psychology literatures order to inquire into extent which contaminates as a bias manifests itself when judge evaluations entity individual characteristics are negatively or positively distorted overall affect toward being judged these distortions induced delusions have substantial negative implications for rational making ability objectively evaluate businesses technologies other humans should hence be critical consideration managers organizations alike h...