Halo effect

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The halo effect refers to a cognitive bias whereby the perception of a particular trait is influenced by the perception of the former traits in a sequence of interpretations.

Edward L. Thorndike was the first to support the halo effect with empirical research. In a psychology study published in 1920, Thorndike asked commanding officers to rate their soldiers; Thorndike found high cross-correlation between all positive and all negative traits. People seem not to think of other individuals in mixed terms; instead we seem to see each person as roughly good or roughly bad across all categories of measurement.

A study by Solomon Asch suggests that attractiveness is a central trait, so we presume all the other traits of an attractive person are just as attractive and sought after.

The halo effect is involved in Harold Kelley's implicit personality theory, where the first traits we recognize in other people then influence the interpretation and perception of latter ones (because of our expectations). Attractive people are often judged as having a more desirable personality and more skills than someone of average appearance. Celebrities are used to endorse products that they have no expertise in evaluating.

The halo effect is also a term used in human resources recruitment. While interviewing a person, you might be influenced by one of their attributes and ignore their other weaknesses.


Contents

[edit] Reverse Halo Effect

The iPod has had positive effects on perceptions of Apple's other products
The iPod has had positive effects on perceptions of Apple's other products

A corollary to the halo effect is the reverse halo effect where individuals, brands or other things are judged to have a single undesirable trait are subsequently judged to have many poor traits, allowing a single weak point or negative trait to influence others' perception of the person, brand or other thing in general.[1][2] This is also called the "devil effect."[3]

[edit] As a business model

In brand marketing, a halo effect is one where the perceived positive features of a particular item extend to a broader brand. It has been used to describe how the iPod has had positive effects on perceptions of Apple's other products. The term is also widely used in the automotive industry, where a manufacturer may produce an exceptional halo vehicle in order to promote sales of an entire marque. Modern cars often described as halo vehicles include the Dodge Viper, Ford GT, and Acura NSX.

[edit] See also

[edit] Notes

  1. ^ Weisman, Jonathan. "Snow Concedes Economic Surge Is Not Benefiting People Equally", washingtonpost.com, August 9, 2005. Retrieved on 2008-05-12. 
  2. ^ Deutsch, Claudia H.. "With Its Stock Still Lackluster, G.E. Confronts the Curse of the Conglomerate", nytimes.com, August 16, 2006. Retrieved on 2008-05-12. 
  3. ^ Hatcher, Cathrine. "Polishing Your Halo", cbs11tv.com, Jan 14, 2008. Retrieved on 2008-05-12. 

[edit] References

  • Asch, S. E. (1946). Forming impressions of personality. Journal of Abnormal and Social Psychology, 41, 258-290
  • Thorndike, E. L. (1920). A constant error on psychological rating. Journal of Applied Psychology, IV, 25-29
  • Kelly, G. A. (1955). The psychology of personal constructs (Vols. 1 and 2). New York: Norton.