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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.
  
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.
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In Social Psychology this is known as the Primacy Effect.
  
−  
⚫
[[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.
  
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.
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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.
  
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.
   
  ⚫
==Reverse halo effect==
−  
  ⚫
[[Image:IPod Nano in its Dock.jpg|thumb|150px|The [[iPod]] has had positive effects on perceptions of Apple's other products]]
−  
  ⚫
A corollary to the halo effect is the '''reverse halo effect''' (aka'''devil effect''', or '''horns effect'''), where individuals 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 in general. Said another way, if we are told that we are seeing a person that has just returned from psychiatric treatment, we will tend to interpret otherwise neutral behaviors as indicators of mental sickness.
⚫
==Devil effect==
  
⚫
[[Image:IPod Nano in its Dock.jpg|thumb|150px|The [[iPod]] has had positive effects on perceptions of [[Apple Inc.|Apple]]'s other products]]
  
⚫
A corollary to the halo effect is the '''devil effect''', or '''horns effect''', where individuals 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 in general. Said another way, if we are told that we are seeing a person that has just returned from psychiatric treatment, we will tend to interpret otherwise neutral behaviors as indicators of mental sickness.
  
   
 
==As a business model==
  
==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 Inc.|Apple]]'s other products. The term is also widely used in the [[automobile|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]].
 +
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.
   
 
==See also==
  
==See also==
  +
* [[Affect heuristic]]
  +
* [[Association fallacy]]
  +
* [[Attribute substitution]]
 
* [[Confirmation bias]]
  
* [[Confirmation bias]]
 
* [[Errors]]
  
* [[Errors]]
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* [[Guilt by association]]
  
* [[Guilt by association]]
 
* [[List of cognitive biases]]
  
* [[List of cognitive biases]]
  +
* [[Primacy effect]]
 
* [[Rating]]
  
* [[Rating]]
 
* [[Social perception]]
  
* [[Social perception]]
  +
* [[Stereotyped attitudes]]
   
 
==References==
  
==References==
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{{enWP|Halo effect}}
  
{{enWP|Halo effect}}
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[[Category:cognitive biases]]
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[[Category:Cognitive biases]]
 
[[Category:Educational psychology]]
  
[[Category:Educational psychology]]
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[[Category:Social psychology]]
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[[Category:Social perception]]
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[[Category:logical fallacies]]
  

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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.

Individuals often exhibit their best behavior in the presence of authority figures, presumably to avoid being accosted by said figures.

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.

Reverse halo effect

File:IPod Nano in its Dock.jpg

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

A corollary to the halo effect is the reverse halo effect (akadevil effect, or horns effect), where individuals 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 in general. Said another way, if we are told that we are seeing a person that has just returned from psychiatric treatment, we will tend to interpret otherwise neutral behaviors as indicators of mental sickness.

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.

See also

References

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