This paper analyzes a single equation model of belief as a function of preference and compares it to a simultaneous equation model. Using statistical tests, this study shows that the single equation model is correctly specified whereas the simultaneous equation model leads to statistically significant differences in the estimates Link to the article
BEMMAOR, A.C. and HUBER, J.C. (1978). Econometric Estimation of Halo Effect: Single vs. Simultaneous Equation Models. In: Annual Conference of the Association for Consumer Research. Vol. 5, K. Hunt, ed., Ann Arbor, MI. Provo, Utah: Advances in Consumer Research, pp. 477-480.