Halo effect: Difference between revisions
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==As a business model== |
==As a business model== |
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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 Inc.|Apple]]'s other products.{{cn}} 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]]. |
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==See also== |
==See also== |
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Revision as of 07:55, 7 August 2008
 | This article's tone or style may not reflect the encyclopedic tone used on Wikipedia. (May 2008) |
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. Thus, we see that celebrities are used to endorse products that they have no actual expertise in evaluating, and with which they may not even have any prior affiliation, as is the case with most celebrity food-product endorsements.
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
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]
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.[citation needed] 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.
See also
Notes
- ^ Weisman, Jonathan (August 9, 2005). "Snow Concedes Economic Surge Is Not Benefiting People Equally". washingtonpost.com. Retrieved 2008-05-12.
- ^ Deutsch, Claudia H. (August 16, 2006). "With Its Stock Still Lackluster, G.E. Confronts the Curse of the Conglomerate". nytimes.com. Retrieved 2008-05-12.
- ^ Hatcher, Cathrine (Jan 14, 2008). "Polishing Your Halo". cbs11tv.com. Retrieved 2008-05-12.
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.