The halo effect is a pervasive cognitive bias that impacts how we perceive others. It occurs when our overall impression of a person, product, or brand influences our feelings and thoughts about their specific traits or characteristics. Essentially, a positive initial impression creates a “halo” that colors our subsequent evaluations, often leading to biased judgments. Let’s delve deeper into What Is The Halo Effect, its origins, and its far-reaching consequences.
The Core Concept: “What Is Beautiful Is Good”
The halo effect is sometimes referred to as the “physical attractiveness stereotype” or the “what is beautiful is also good” principle. This highlights the strong influence of physical appearance on our perceptions.
:max_bytes(150000):strip_icc():format(webp)/what-is-the-halo-effect-2795906-final-01-c89529720d12462fa82f034c646b3310.png “Smiling woman perceived positively due to the halo effect, influencing judgments on other characteristics.”)
While physical attractiveness is a significant factor, the halo effect can be triggered by other positive attributes like sociability, kindness, or perceived intelligence. The perception of one positive quality can spill over into biased judgments of other unrelated qualities. The expression draws on the imagery of a halo in art, which casts a positive light on everything it surrounds, influencing our perception of that figure.
A Brief History of the Halo Effect
The term “halo effect” was coined by psychologist Edward Thorndike in his 1920 paper, “The Constant Error in Psychological Ratings.” In his experiment, Thorndike asked commanding officers in the military to evaluate their subordinate soldiers on various traits, including leadership, physical appearance, intelligence, loyalty, and dependability.
Thorndike found that ratings of one quality significantly influenced the ratings of other qualities. High ratings in one area correlated with high ratings in others, and vice versa. He concluded that overall impressions were creating a “halo” that biased the evaluation of specific traits.
“The correlations were too high and too even,” Thorndike wrote. “For example, for the three raters next studied, the average correlation for physique with intelligence is 0.31; for physique with leadership, .39; and for physique with character, 0.28.”
Why does this happen? Research suggests that attractiveness is a major contributing factor.
Studies have consistently shown that physically attractive people are often perceived as having more positive personality traits and higher intelligence. One study even indicated that jurors were less likely to convict attractive defendants of criminal behavior.
:max_bytes(150000):strip_icc():format(webp)/what-is-the-halo-effect-2795906-final-07-3d6e0627b99e412381a10690314c247b.png “The halo effect may lead jurors to perceive attractive defendants as less likely to be guilty.”)
However, the attractiveness stereotype can be a double-edged sword. While attractive people may benefit from positive assumptions, they are also sometimes perceived as vain, dishonest, and manipulative.
How the Halo Effect Manifests
The halo effect impacts various aspects of our lives, from education to the workplace to marketing.
Education
Teachers may form different expectations for students based on their perceived attractiveness. Studies have shown that teachers may have higher expectations for students they rate as more attractive.
One study examined the academic records of over 4,500 students and had 28 raters assess their attractiveness based on student ID photos. The students were then divided into below-average, average, and above-average attractiveness groups. The researchers found that students rated as above-average in appearance earned significantly lower grades in online courses compared to traditional face-to-face classes. This suggests that the absence of physical presence in online courses reduced the impact of the halo effect, leading to more objective grading.
:max_bytes(150000):strip_icc():format(webp)/what-is-the-halo-effect-2795906-final-05-39c9b622711c4619929b937a949d3258.png “The halo effect may influence teacher perceptions and expectations of students.”)
The halo effect can also influence students’ perceptions of teachers. When an instructor is perceived as warm and friendly, students may rate them as more attractive, appealing, and likable.
Workplace
Experts believe the halo effect is one of the most prevalent biases affecting performance appraisals and reviews. Supervisors may evaluate subordinates based on a single perceived characteristic rather than their overall performance and contribution. For instance, an employee’s enthusiasm or positive attitude may overshadow their lack of knowledge or skill, leading to inflated performance ratings.
The halo effect can also impact income. A study published in the Journal of Economic Psychology found that attractive food servers earned approximately $1,200 more per year in tips compared to their less attractive counterparts.
Another study revealed that physical attractiveness has a positive effect not only on a person’s self-confidence but also on their overall income and financial well-being.
Job applicants are also susceptible to the halo effect. If a prospective employer finds an applicant attractive or likable, they are more likely to rate them as intelligent, competent, and qualified, regardless of their actual skills and experience.
Marketing
Marketers frequently exploit the halo effect to promote products and services. When a celebrity endorses a product, our positive feelings towards that individual can transfer to our perceptions of the product itself. This association can significantly influence our purchasing decisions.
The Reverse Halo Effect (or Horn Effect)
The reverse halo effect, also known as the horn effect, occurs when a negative impression of a person based on one known characteristic colors all other perceptions negatively. For instance, someone might assume that a person they deem unattractive is also unkind or unintelligent.
Conclusion
Understanding what is the halo effect is crucial for making more objective judgments and decisions. The next time you evaluate someone or something, consider how your overall impressions might be influencing your assessment of specific characteristics. While it’s nearly impossible to completely eliminate the halo effect, being aware of its influence can help us make more balanced and informed choices. The halo effect is just one of many cognitive biases that can lead to errors in judgment, highlighting the importance of critical thinking and mindful awareness in our daily lives.
