Halo Effect
The halo effect refers to the common human tendency of making an overall judgment about someone or something based on a single positive characteristic. Being aware of this cognitive bias can help you recognize when it’s happening and make more informed judgments of others. Read on to learn more about the halo effect plus a variety of real-world examples.
What is the halo effect?
The term, drawing inspiration from a religious concept, metaphorically suggests that the individual is seen in a 'heavenly light', leading to positive predispositions in various social and personal judgments. The halo effect may cause us to ignore negative traits or overlook other traits that may factor into our overall impression of a person.
Reverse halo effect: The horns effect"
For example, people tend to be more judgmental to individuals whose physical appearance they find off-putting, even if they exhibit many positive personality traits. The horn effect demonstrates how powerful first impressions can be, significantly influencing our perception of a person's personality, abilities, and other traits.
Negative consequences of the halo effect
This bias can affect perceptions tied to various domains, such as educational psychology, organizational behavior, and economic psychology. For instance, teachers' expectations of students can be unduly influenced by the halo effect, leading to a discrepancy in grading and assessment that is not reflective of the student's true capabilities. Similarly, in the realm of consumer behavior, the halo effect can lead to misconceptions, such as organic labels on the same food products influencing the consumer's flavor perception.
A type of cognitive bias related to the halo effect
As the definition above states, the halo effect is an example of a cognitive bias, which is an inclination or prejudice that’s typically unconscious. Because it can be hard to recognize cognitive biases in ourselves, we often tend to hold on to them despite evidence to the contrary—sometimes even manipulating or ignoring new evidence to fit our original impression. The halo effect is just one type of many different biases that humans are prone to. Other examples of common cognitive biases include:
- Confirmation bias, which refers to only seeking out or listening to facts or opinions that reinforce beliefs you already hold. Examples include only following people like you on social media or only getting news from a single source that shows your political views, and then believing that your opinions and experiences are the most common or correct.
- Self-serving bias, which is the tendency to attribute successes to one’s hard work and positive qualities but failures to outside forces. For example, believing you passed one exam because you’re smart and studied hard but failed another because the questions were poorly worded or the teacher doesn’t like you could be a manifestation of self-serving bias.
- Hindsight bias, which is when new information changes how you remember something. For instance, the feeling that you knew how a sporting event or election was going to turn out before it happened could simply come from the fact that the event is over and you now know the results.
The history of the halo effect
The first social psychologist to publicly identify and name this effect was Edward Thorndike. In 1920, he presented his theory of the halo effect in an article called "A Constant Error in Psychological Ratings", published in the Journal of Applied Psychology. His article was based on interviews with commanding military officers who were evaluating their soldiers.
Thorndike noticed that their ratings for one positive characteristic often correlated with other positive ratings. For example, he saw that soldiers who were judged favorably in physique were also rated highly in leadership, intellect, loyalty, and other positive qualities. He also noted that once an officer had a negative view of a soldier, they rated them negatively on all measures. His hypothesis of the halo effect has been studied ever since.
Examples of the halo effect
It’s typically easier to understand how any cognitive bias works by examining real-world examples. Read on for what the halo effect can look like in a variety of different scenarios—because the more easily you’re able to recognize it, the better able you may be to combat it so you can have a fairer, more objective view of the people and things around you.
Physical attractiveness
Marketing
Because the halo effect can apply to both people and objects, marketers often use it to promote products and services. One example is celebrity endorsements of a product. Seeing your favorite athlete promote a fragrance line may make you more inclined to buy that perfume because of your positive view of them as an individual, even though you don’t know them personally. Another is product lines in general. For instance, if a brand whose products you’ve used and enjoyed releases a new product, you’re more likely to rate it positively and then buy it, even if you’ve never used it or heard anything about the new product specifically before.
Politics
The halo effect can also play a significant role in politics. Think about how most voters only get snapshot views of the candidates before they vote, such as clips of speeches or interviews and articles about their platform. It’s nearly impossible to get a true, comprehensive view of an individual’s character this way. In cases like these, our brains may naturally form judgments based on unrelated characteristics of theirs that we’ve witnessed. For instance, researchers have found that political candidates who are considered to be attractive are more likely to be viewed as knowledgeable and persuasive as well, potentially creating a false, unconscious link between attractiveness and political expertise or trustworthiness.
Academia
Teachers and students can also be susceptible to the halo effect when evaluating each other. In one study, researchers had an instructor record a video of himself speaking with warmth and enthusiasm. Then, in another video, they had him alter his behavior and expressions to appear cold and remote. They then showed these videos to students and asked them to rate the instructor on other qualities not presented in the videos. Students who saw the first video rated the instructor positively across all other personality traits, but students who saw the second video consistently gave him negative ratings.
Legal system
Incidences of the halo effect have also been quite well-documented in the legal system. In one study, for instance, participants were asked to take part in a mock jury and to decide, based on evidence, whether a mock defendant was guilty or not. The researchers found that “physically attractive defendants were evaluated with less certainty of guilt and less severe recommended punishment” than those considered to be conventionally unattractive.
Combating the halo effect
Cognitive biases are hardwired in the brain and usually also supported by a lifetime of strong cultural conditioning. That means it can be difficult to change or combat them, even if you’re aware that they can happen and are doing your best to be conscious of them. As one researcher who specializes in this area shares, widespread societal change is a key component of combating harmful biases as a result of the halo effect and similar phenomenons. That said, there are other ways you can work toward reducing the influence of biases like this, including spending time with people who are different from you and even taking up meditation.
Takeaway
The halo effect is a cognitive bias in which we tend to view a person or thing positively or negatively based on a single impression or fact about them or it. The halo effect has been documented in a wide variety of situations, from the classroom to the courtroom.
How does the halo effect affect perception?
The attractiveness halo effect is a psychological phenomenon (not a religious concept) in which one’s physical appearance may cause others to assume they have a positive predisposition or positive personality traits. This overall impression is based on how “attractive” those around them consider a person. People deemed “unattractive” may have less perceived life success by others due to their appearance.
How first impressions and media influence the halo effect
The halo effect is thought to occur because of how people make first impressions. Instead of assuming one is wrong about the first impression, they may stick with it, believing that someone is less successful or intelligent because they aren’t as attractive as someone else. In addition, most successful people in the media shown in films or TV are often painted as “attractive” above all other traits, which could negatively affect how people see “unattractive” individuals.
How is the halo effect used in everyday life?
The halo effect may occur subconsciously for some people. When you meet a new person, you may form a first impression without realizing it. If the person is attractive to you, you might develop positive evaluations about their personal qualities. If you find them unattractive, the reverse halo effect occurs, potentially causing you to have a negative first impression. If you notice the halo effect changing your overall impression of someone, consider getting to know them past their physical appearance.
How does the halo effect bias affect how you view people at work?
In economic psychology, people look at how the halo effect may impact workplace impressions. However, because of power dynamics in the workplace, it can be unhealthy for a manager to form biases about a “high perceived intelligence group” based on employee physical appearance. This constant error in psychological perception can lead to people not deemed attractive receiving fewer opportunities in the workplace or being treated unkindly. In contrast, attractive employees may be given positive evaluations and praise, even if they don’t have as many positive traits. Economic psychology also showcases the value of managers supporting employees regardless of appearance to reduce this error in psychological ratings.
What is a common way to avoid the halo effect?
To avoid the halo effect, taking time to notice positive personality traits in each person you meet may be beneficial. Try not to let attractiveness rule over your overall impression of them. Abnormal and social psychology shows that making an error in psychological ratings can be possible.
Overcoming the halo effect
Someone you shrug off because of their weight, hairstyle, or physical features may have positive traits you’re not seeing, such as intelligence, kindness, generosity, or open-mindedness. In addition, conventional ideas of attractiveness don’t reflect every person’s opinion on what is attractive. Instead of assuming that beautiful people are perfect because of the “heavenly light” of the halo effect, give each person time to prove themselves. This strategy may be the best way to determine a person’s character.
After meeting someone, the heavenly light effect or halo effect can cause you to subconsciously consider your definition of what makes a person successful, likable, or beautiful. If the person doesn’t fit that definition, the reverse halo effect occurs, which may cause you to develop unhealthy or incorrect assumptions about others. You may stick to this impression, wondering why you can’t pinpoint what it is about the person you don’t like. Educational psychology teaches that first impressions can often be wrong, so it may be crucial to reevaluate why you’re not giving someone a chance and reduce this constant error in psychological thinking.
How does the halo effect lead to errors in thinking?
Educational psychology shows that believing your impressions are correct can be normal and human. However, assuming you are always correct and are immune to psychological error can also lead to the halo effect when you meet new people. When forming your overall impression of who someone is, try to ask leading questions to get to know them. If you’re a hiring manager at a workplace, use economic psychology knowledge of the halo effect to give every candidate an equal chance to be hired. Note that just because someone is attractive doesn’t mean they are experienced, competent, or capable of completing the job.
When appraising performance in a professional environment, set standardized practices for all hiring managers and performance reviewers to ensure all employees are held to the same standards. If you notice any employees being favored over others, report this to HR and continue to do your part to treat everyone with kindness and professionalism, regardless of the halo effect.
How would you suggest reducing the halo effect in hiring practices?
How to avoid halo effects?
What is a type of cognitive bias?
What are the positive effects of the halo effect?
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