Halo Effect
Halo Effects are cognitive biases that result in an overall positive or negative impression of a person, object, or brand based on a single characteristic, trait, or initial impression. Our perception and evaluation of one aspect of a person or thing impact how we perceive the whole person or thing, leading to a generalization of good or bad qualities.
According to psychologist Edward Thorndike, the term “Halo Effect” was coined in 1920 in response to his observations of military officers’ ratings of soldiers. It appears that officers have a tendency to rate soldiers either positively or negatively across a wide range of characteristics, suggesting that their overall evaluation of a soldier influences their ratings across different characteristics.
According to the Halo Effect, people tend to assume that people who possess one positive trait are likely to possess other positive traits as well. The same holds true for negative traits, as they are more likely to be perceived as having other negative characteristics. Our perceptions and evaluations of others, judgments, and decisions can all be affected by this perceptual bias. It can occur consciously or unconsciously.