THE HALO EFFECT

PRESENTERS:
MARIA NADEEM
MUHAMMAD IBTIHAJ
FATIMA ZEHRA
FARHAN KHALID
YUSHRA
INTRODUCTION:

• THE HALO EFFECT WAS NAMED BY PSYCHOLOGIST EDWARD THORNDIKE

• ALSO CALLED COGNITIVE BIAS
• FIRST IMPRESSION
• BASIS OF ONE CHARACTERISTIC OF A PERSON OR THING; AN OVERALL
JUDGMENT ABOUT THEM IS MADE
• QUICK JUDGEMENTS
• EFFECTS DECISION, ACTION, ENTITY, IDEA, ETC.
HOW HALO EFFECT WORKS

Fig: 1 Fig: 2

• Assumes the girl in fig 1might be one with a good grade A- while assumes the girl in fig 2 might be
one with low grades B-
• That is our first impression
• In reality girl in fig 1 scores B while girl on fig 2 score B+
A STUDY
A STUDY WAS CONDUCTED HALO EFFECT’S AFFECT ON INTELLIGENCE
RATINGS. TWO ESSAYS ONE 9/9 AND ONE 3/9. WERE GIVEN TO THREE GROUPS
OF 20 UNDERGRADS. GROUP A WERE TOLD AN ATTRACTIVE AUTHOR WROTE
BOTH, GROUP B WERE TOLD AN UNATTRACTIVE AUTHOR WROTE BOTH AND
GROUP C WAS UNTOUCHED.

THE ATTRACTIVE AUTHOR RECEIVED AN AVERAGE OF 6.7/9 FOR WELL WRITTEN

ESSAY, AND 4.7/9 FOR POORLY WRITTEN ESSAY. THE UNATTRACTIVE AUTHOR
RECEIVED 5.7 AND 2.9 RESPECTIVELY.
WHAT AFFECTS HALO EFFECT

• ATTRACTIVENESS
1. DIFFICULT TO BELIEVE ATTRACTIVE PEOPLE COMMIT CRIME
2. HIGH LEVEL OF ATTRACTIVENESS IS CONSIDERED BRIGHTER FUTURE (HAPPY LIFE,
SUCCESSFUL CAREER, ETC)
3. WHO IS ATTRACTIVE IS CONSIDERED TO E GOOD
EXPERIMENT

• 2 VIDEOS OF SAME PERSON, SAME SENTENCES BUT WITH DIFFERENT STYLE

(AWKWARD AND CONFIDENT, DIFFERENT EXPRESSIONS/GESTURES)
• 2 GROUPS OF 4 FEMALES IN EACH
• SINGLE BLIND TO AVOID BIAS ANSWERS FROM PARTICIPANTS
• PARTICIPANTS DON’T KNOW THE PERSON IN VIDEOS
• PROVIDED WITH PERFECT ENVIRONMENT TO PARTICIPANTS
• SAME CONDITIONS FOR BOTH GROUPS
RESULTS OF EXPERIMENT

• A VIDEO IN WHICH SUBJECT WAS CONFIDENT, ENTHUSIASTIC RECEIVED

POSITIVE FEEDBACK
• THE OTHER VIDEO RECEIVED COLD AND DULL REVIEWS
• OVERALL IMPRESSION CAN BE BASED UPON A SINGLE TRAIT
ADVANTAGES OF HALO EFFECT

• IF YOU ARE ATTRACTIVE, PEOPLE TEND TO LIKE YOU MORE

• MORE LIKELY TO GET A JOB
• HAVE LOTS OF FRIENDS AND RECEIVE A LOT OF ATTENTION
• MENTAL SHORTCUT, TO HELP MAKE DECISION ABOUT PEOPLE
• PREFERENTIAL TREATMENT IF YOU ARE BEAUTIFUL
DISADVANTAGES OF HALO EFFECT

• WRONG JUDGEMENT OF A PERSON Looks

honest?

• IF YOU ARE A BOSS OF A COMPANY, WHO WOULD YOU

PROMOTE?
• LEADS TO INEQUALITY
Trustworthy?
• BEING JUDGED ON YOUR CLOTHING AND APPEARANCE WHEN IT
DOESN’T DEFINE YOU
HALO EFFECT REAL LIFE APPLICATIONS

CORPORATE BRAND NAME

APPLE’S IPOD APPEALS TO CUSTOMER BECAUSE OF ITS CREATIVE FUNCTIONS
AND DESIGN. BECAUSE OF HALO EFFECT, POSITIVE PERCEPTION OF IPOD
LEADS TO POSITIVE PERCEPTION OF UPCOMING AND CURRENT APPLE
PRODUCTS

A SUCCESSFUL IMAGE IN A PARTICULAR PRODUCT HELPS THE BRAND TO SELL

ITS OTHER PRODUCTS.
CELEBRITY ENDORSEMENTS

• CELEBS ARE USED TO ENDORSE PRODUCTS IN ADVERTISEMENT

• WHERE THE CELEBS LEADS THE FANS WILL FOLLOW
• WHICH ALLOWS THE COMPANY TO INCREASE ITS SALE

• THOUGH IF THE CELEB IS CAUGHT FOR SOMETHING NOTORIOUS IT MIGHT

HAVE NEGATIVE EFFECT OF COMPANY’S SALE
ANALYSIS

• IT AFFECTS AN INDIVIDUAL
• BUSINESS
• WHOLE MARKET
• A GROUP
• ENTITY
• ETHNICITY