5.

HALO EFFECT

Introduction:

The halo effect, also referred to as the halo error, is a type of cognitive bias
whereby our perception of someone is positively influenced by our opinions of that
person’s other related traits. The American psychologist Edward Thorndike first
recognized the halo effect with empirical evidence in 1920 in his article, A Constant
Error in Psychological Ratings.

Nisbett and Wilson's experiment aimed to address and find an answer to the
question regarding people's awareness of the halo effect. In this experiment, college
students as participants were asked to evaluate a psychology instructor as they view
him in a videotaped interview. The instructor will be evaluated on several different
dimensions.

1. KEY POINTS FROM THE EXPERIMENT

 The Effect of Global Evaluation on Evaluations of Attributes

 The Awareness of the influence of Global Evaluation
 The theory holding that “nice people tend to have nice attributes and less nice
people have less nice attributes.”
 The present results support the strong interpretation of the halo effect
phenomenon. They indicate that global evaluations alter evaluations of
attributes about which the individual has information fully sufficient to allow
for an independent assessment.
 The strong interpretation of the halo effect is embedded in such sayings as
“love is blind” and “a face only a mother could love.”
 The present study, however, suggests that global evaluations of specific
attributes even when the global evaluations in question are less extreme than
love and hate.
 2. HOW IS HALO EFFECT BEING USED TO ONE’S ADVANTAGE?

 the halo effect is a type of heuristic, or mental shortcut. It helps us make

decisions about others quickly without having to spend a lot of time
analyzing their behavior.
 As physical appearance is often a major part of the Halo effect, one will try to
enhance his or her physical appearance.
 The halo effect is just one of many biases that allow people to make snap
decisions but also contributes to errors in judgment.
 A prospective employer views the applicant as attractive or likable, they are
more likely to rate the individual as intelligent, competent and qualified. Job
applicants can utilize this effect.

3. APPLICATION AND COMMON USES OF HALO EFFECT

a) Attractiveness
a. Since the halo effect is primarily based on first-impressions and physical
appearance, it makes sense that the theory can influence our attractiveness to
other people.
b. Imagine you’re at a coffee shop. Here, you see someone who’s dressed
up and you find them physically attractive. You might assume they are smart,
funny, and have a good work ethic.
c. You may see another person at the same coffee shop in workout gear.
While they aren’t necessarily as put together as the first person you see, you
might still assume positive traits about this stranger. You may think they are
hardworking, fit, and happy.
d. The third person you come across in the coffee shop may have just
woken up; their clothing is disheveled and their hair is pulled back. This could
be a harder working person than the first individual, and maybe more fit and
happier than the second. However, you might perceive them as lazy,
unorganized, and apathetic.
b) Work situations

The halo effect is regularly in effect at places of work, too. You might
assume a formally dressed co-worker has a good work ethic.

c) School

The concepts of first impressions, identity, and familiarity can also fuel
the halo effect in schools. perceived attractiveness can lead to higher grades in
school.

d) Marketing

It’s no secret that marketers use extensive methods to manipulate us as

consumers so that we buy their products or services. They can even use the
halo effect. The way a brand labels and markets their products can also
determine whether you like the end result. 

e) Medicine

Unfortunately, the halo effect can also play out in the field of
medicine. A physician, for example, might judge a patient based on
appearances without conducting tests first.

It’s also possible to judge someone’s health based on first impression.

For instance, you might associate a person who has a “healthy glow” as
someone who is happy. This may or may not be the case.

You might incorrectly associate someone who is skinny as someone

who has perfect health, or vice-versa. One review of studies Trusted
Source goes as far as to say that “attractiveness suppresses the accurate
recognition of health.”

f) Politics
 Research has found that the halo effect has an impact on votes in political
elections as well. The halo effect tends to lead people to equate someone’s ability to
be a leader with their facial appearance and attractiveness

4. RELATIONSHIP BETWEEN LEARNED BEHAVIOUR AND HALO

EFFECT

Some researchers allege that the halo effect is not as pervasive as once
believed. Kaplan’s 1978 study yielded much of the same results as are seen in other
studies focusing on the halo effect—attractive individuals were rated high in qualities
such as creativity, intelligence, and sensitivity than unattractive individuals. In
addition, these results, Kaplan found that women were influenced by the halo effect
on attractiveness only when presented with members of the opposite sex.

The assumptions that people make with little information to go off of are
subjective, which can prevent someone from looking at someone or something
comprehensively before making a judgment. This can cause people to make mistakes
in their judgments and overlook potentially beneficial opportunities.

In social situations, we make assumptions about other people based on the

things that we know are true. We then fill in the blanks with characteristics that “make
sense” with our past experiences. So, while it may sound surprising that we make
assumptions about someone’s character just by looking at them, it’s just our brains’
way of constructing a truth that aligns with the information we have. But, yes, this can
lead to mistakes.