Psychologist-consultant in ACT, CFT, schema therapy approaches, author of the telegram channel “Safe Place”
“Imagine you are meeting a new colleague. He is handsome, dressed to the nines, smiling and literally radiating confidence. The first impression suggests that he is an intelligent, kind and responsible person. But is this really the case? Or are you trapped by the halo effect?
What we will tell you about:
What is the halo effect?
The halo effect (or halo effect) is one of the cognitive distortions. Simply put, it is an error in judgment that we unconsciously make. It forces us to draw conclusions about a person based on one surprising fact or quality, projecting this impression onto all facets of his or her personality. Let’s look at an example. People also consider a good-looking person to be kind, sociable, or trustworthy. We may, in absentia, endow a successful top manager with inner strength and mental acuity, and, on the contrary, see a criminal as rude and unattractive.
The “halo effect” was first studied by psychologist Edward Thorndike in 1920. He asked officers to evaluate the outward appearance, physical condition, and leadership qualities of their subordinates. The scientist observed that people tend to think of others on an all-or-nothing basis. That is, they do not separately evaluate the mind, physique, or other qualities, but form a general impression of the person.
Photo: Clerkenwell / istockphoto.com
The halo effect is often associated with first impressions. In fact, the less we know a person, the more we tend to label them and think according to stereotypes. But the halo effect doesn’t go away, even if we’ve known someone for a long time. It therefore influences how teachers evaluate students and managers evaluate their employees.
It is often common to associate the halo effect with appearance. In fact, not only facial features or physique, but also a well-groomed appearance, income level, position and other characteristics can become an “anchor”. All of this influences the conclusions we draw about a person.
Appearance is often a “cover”; we have more information about it. Moreover, the halo effect distorts our perception not only of people, but also of brands, companies, and even countries. No wonder it is actively used in marketing.
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Why does the halo effect occur?
The halo effect is not an intentional manipulation. It manifests itself automatically, as it is associated with the way the brain works. That is why the halo effect has a huge impact not only on our personal relationships, but also on our careers, education, and even lawsuits.
Nobel Prize winner in economics Daniel Kahneman has shown in his research that we make most decisions using so-called “fast thinking.” Our brain strives to simplify everything, so it uses many stereotypes and ready-made templates. The advantage of such a system is speed.
In fact, if we assessed all the information and alternatives available every time we chose milk at the store, we would hardly make it to the checkout. Not to mention that during evolution, the speed of reaction to potential threats was critical to survival. Our ancestors instantly analyzed whether a person was friend or foe, safe or dangerous. However, in today’s world, “quick assessments” often lead us astray.
Of course, the halo effect is not the only cognitive bias that people are susceptible to. Our evaluation can be influenced by past experiences, stereotypes, and personal beliefs. All of these come together in a complex psychological mosaic that determines the perception of the situation.
Photo: Alexander Sikov / istockphoto.com
The halo effect in work and life
The halo effect is not a mechanism that can be turned on or off at will. This feature of perception is with us constantly. As a result, it influences all aspects of life: what grades we receive, how our careers develop, who we support in competitions, and more.
At school or university, the halo effect can have a decisive influence on how teachers perceive students. A classic experiment by Rosenthal and Jacobson, known as the “Pygmalion effect,” demonstrated that teachers’ expectations can have a strong impact on academic performance. How did it go?
The researchers conducted tests and told teachers which children were expected to achieve higher academic achievements. A year later, it turned out that the aforementioned students actually showed better results. The problem was that there were no real tests, but in fact, the children were chosen at random. The experiment itself created a halo effect. How? The teachers began to evaluate the “chosen” children as smarter and more capable, which influenced their attitude towards the students and caused a “self-fulfilling prophecy” effect.
Photo: Nikada / istockphoto.com
In a more recent study, Clifford and Wallis asked teachers to evaluate students’ work using photographs of the children. The results showed that teachers gave higher grades to visually appealing students, regardless of the actual quality of their work. The halo effect doesn’t just occur through expectations. In 1977, Nisbett and Wilson showed that friendlier teachers were also perceived as more professional, even when the content of the lecture didn’t change.
The halo effect also affects income and career levels. In 2015, Matt Parrett studied how appearance affects earnings. He analyzed data on tips received by waiters in Virginia restaurants. He found that the most attractive workers earned about $1,000 more per year than their peers. Interestingly, it wasn’t men who played the main role in this. It was female customers who were more likely to leave higher tips to beautiful waitresses.
Dozens of studies show that people often judge professional qualities by their appearance. Appearance influences the evaluation of the work of doctors and consultants (Carter, 1978), not to mention the service sector. Although it is rationally obvious that warmth, responsiveness, knowledge or competence are not determined by the size of the eyes or the length of the chin, we constantly fall under the influence of this cognitive bias and evaluate people in only one way.
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Halo effect in marketing
A classic example of the halo effect in marketing is Apple. Apple products were initially associated with innovation, advanced design, and high quality. As a result, this effect applies to all of the company’s products, even if they do not meet these criteria and a loyal customer makes the purchase decision.
In a 2006 study, participants were asked to compare two products: one from a popular brand and one from a lesser-known brand. The results showed that the former was rated significantly higher, although it did not differ in its characteristics from its analogue. The halo effect is also used in advertising when people with the appearance of models or celebrities are invited. In this way, their attractiveness “illuminates” the product, increasing sales.
Photo: Mikhail Spaskov / istockphoto.com
How to deal with the halo effect?
Psychologically, fighting the halo effect is like resisting the fact that we see worse things in the dark. This is a feature of our consciousness; it cannot be eliminated. The only thing available is to arm ourselves with additional assessment tools.
Just as we light a fire or turn on a light in the dark, when evaluating people, companies or brands, we can use a more rational and conscious system of thinking. Ask yourself clarifying questions, verify the facts and do not rely on first impressions.
The halo effect is a truly powerful psychological phenomenon that affects every aspect of our lives. It can be both a useful tool and a dangerous trap that forces us to draw unfounded conclusions and make poor decisions. Realizing its influence will help us be more objective and fair in our assessments of other people and situations.
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