Hawthorne Effect

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Hawthorne Effect

The phenomenon in which subjects of study alter their behavior simply because they are being studied. The Hawthorne effect is important in marketing. For example, test audience members may unintentionally skew their responses one way or another simply because they know they are part of a test audience. The concept originated in 1950 when analysis of a study from the 1920s and 1930s saw that productivity in a factory improved during a study of employees and declined after the study's conclusion.
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Hawthorne Research became one of the most prestigious research houses in the nation.
Yet, until 1981 Hawthorne Research had always made a profit and its clients, employees, and other stakeholders were extremely happy and satisfied.
Chief Legal Officer) traveled to Hawthorne Research headquarters to meet with Jim Collins and the investment firm that brokered the event.