The concept of the halo effect

[subornaakter24]

The halo phenomenon, also known as the halo effect, is a type of cognitive bias. It is the idea that the perception of an object depends largely on the first impression it creates. If it evokes positive emotions from the start, it is automatically attributed with favorable qualities, even if they are not actually present. In the case of a negative first impression, its merits may go unnoticed.

The concept of the halo effect

Source: shutterstock.com

This principle is actively used in the psychiatrist email addresses field of marketing. According to Ipsos, a potential buyer most often relies on the first impression when making a purchase decision. That is why many companies pay special attention to branding, without forgetting about the quality of the product.

The discovery of the halo effect was made possible by the research of the American psychologist Edward Lee Thorndike in the early 20th century. He conducted a series of experiments aimed at understanding the way people evaluate each other. In the first stage, Thorndike gathered a group of army commanders and asked them to evaluate soldiers based on their first impressions.

Fighters who met the generally accepted criteria of attractiveness automatically received high marks for intelligence, leadership, and were given the epithets "reliable" and "responsible." The unattractive and physically weak, on the contrary, were awarded low marks for the same qualities unrelated to appearance.

Thorndike subsequently conducted a study evaluating individuals in different professions. His research found that individuals tend to judge a person by their profession. Participants in the study rated teachers as diligent and hardworking, and recommended pilots for management positions, even though they had no management experience and were young. This is because representatives of this profession are often viewed as responsible, persistent, and selfless, but these qualities are more likely to depend on personal characteristics than on the field of activity.

Read also!

"32 Methods of Finding and Attracting Clients"
Read more

Causes of the halo effect
Like other cognitive distortions, halo is more likely to occur in situations where a person has difficulty with critical thinking. This is due to three main factors.

Information overload
For quick orientation, the human brain automatically filters incoming signals, which leads to a superficial understanding of the world. For example, to cross the road, you don’t need to know what parts a traffic light consists of. When meeting people or choosing yogurt in a store, the brain also works in energy-saving mode.

In the first situation, a person perceives a new acquaintance by appearance and clothing: "He has tunnels in his ears. Well, something is clearly wrong with him" or "She is wearing a gorgeous and expensive dress. That means she is financially secure." In the second case, a bright and juicy fruit on a yogurt package indicates the naturalness of the product, and a high price indicates the quality of the goods.