Halo Effect
- A general positive (or negative) impression of an entity colors perceptions of its specific attributes.
- This bias can produce favorable evaluations of traits without direct evidence.
- Awareness is important because it can skew judgments and decisions.
Definition
Section titled “Definition”The halo effect is a cognitive bias that occurs when an individual’s overall impression of a person, company, brand, or product influences their feelings and thoughts about that entity’s specific traits or characteristics. If someone has a positive overall impression, they are more likely to have positive feelings and thoughts about that entity’s specific traits or characteristics.
Explanation
Section titled “Explanation”When an overall impression—positive or negative—forms about an entity, it affects how people evaluate particular qualities of that entity. For example, a favorable global view of a brand or person can lead observers to judge individual items or performances more positively, even without direct experience or objective evidence. The halo effect therefore links general sentiment to assessments of specific attributes, producing biased or skewed perceptions.
Examples
Section titled “Examples”Brand of clothing
Section titled “Brand of clothing”A person may hold a positive impression of a clothing brand because of its reputation for high-quality materials and stylish designs. As a result, that person may view specific items from the brand, such as a pair of jeans or a jacket, more positively and perceive them as high quality and fashionable, even if they have not seen or tried them on.
Actor or actress
Section titled “Actor or actress”A person may have a positive impression of an actor or actress due to likability, charisma, and talent. Consequently, they may judge that actor’s or actress’s specific performances more favorably and perceive those performances as impressive and engaging, even if they have not actually seen the performances.
Notes or pitfalls
Section titled “Notes or pitfalls”The halo effect can lead to biases and skewed perceptions that are not based on actual evidence or experience. It is important to be aware of this bias and to try to avoid letting it influence judgments and decisions.
Related terms
Section titled “Related terms”- Cognitive bias