Halo effect

Tendency for positive impressions to contaminate other evaluations / From Wikipedia, the free encyclopedia

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The halo effect (sometimes called the halo error) is the tendency for positive impressions of a person, company, country, brand, or product in one area to positively or negatively influence one's opinion or feelings in other areas.[1][2] Halo effect is "the name given to the phenomenon whereby evaluators tend to be influenced by their previous judgments of performance or personality."[3] The halo effect is a cognitive bias which can possibly prevent someone from accepting a person, a product or a brand based on the idea of an unfounded belief on what is good or bad.

The term was coined by Edward Thorndike. A simplified example of the halo effect is when a person notices that an individual in a photograph is attractive, well groomed, and properly attired, they assume, using a mental heuristic, that the person in the photograph is a good person based upon the rules of their own social concept.[4][5][6] This constant error in judgment is reflective of the individual's preferences, prejudices, ideology, aspirations, and social perception.[7][6][8][9][10]