The Halo Effect: Definition, Examples, & Theory​

By Kelsey Schultz, Ph.D.
​Reviewed by Tchiki Davis, M.A., Ph.D.

The decisions we make and our conclusions about the world are not always sound. Learn about the halo effect and how it might influence your life.​

*This page may include affiliate links; that means we earn from qualifying purchases of products.

Though the human brain is remarkable in its ability to interpret our reality and make decisions based on that interpretation, it isn’t always accurate. Our complicated world makes substantial demands on our processing capacity, and the adaptive response of the brain is to take some shortcuts when possible. These shortcuts, however, are not always rooted in reason and reality, and they can lead to misinterpreting the world around us. The halo effect is one example of how our brains try to minimize information processing and draw conclusions quickly. ​

Let’s talk more about what the halo effect is and how it may manifest in our daily lives.

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What Is the Halo Effect? (A Definition)​

The halo is a type of cognitive bias in which we make assumptions about someone or something based on one characteristic. In other words, if we believe someone possesses one favorable trait, we tend to assume that they possess other positive qualities as well, even if we have limited or no evidence to support those assumptions (Forgas & Laham, 2016).

For example, imagine you meet someone who is physically attractive. The halo effect might lead you to believe that this person is also intelligent, kind, and trustworthy, simply because they possess an appealing physical appearance. However, this perception may not be accurate or justified, as physical attractiveness does not necessarily correlate with other unrelated qualities.

The halo effect can impact various aspects of life including hiring decisions, performance evaluations, consumerism, and personal relationships. It is important to be aware of this bias and make an effort to evaluate people based on multiple factors rather than relying solely on a single positive or negative characteristic.​

Opposite of the Halo Effect​

The opposite of the halo effect is sometimes referred to as the “devil effect” or the “horns effect.” It refers to ascribing negative characteristics to someone or something based on a single negative quality or action (Forgas & Laham, 2016).​

Disadvantages of the Halo Effect

As with other cognitive biases, the halo effect is a kind of mental shortcut that helps us quickly make decisions. Though a rapid appraisal of a person or product can be beneficial, there are plenty of disadvantages (Katopol, 2018). Here are some of the key disadvantages associated with the halo effect:

The Halo Effect: Bias and Inaccuracy

The halo effect often leads to biased and inaccurate evaluations. When we allow one positive characteristic or initial impression to overshadow other attributes, it can prevent a fair and objective assessment of another person’s true strengths and weaknesses. This can result in inaccurate judgments and potentially lead to poor decision-making in areas such as hiring, promotions, or performance evaluations.

The Halo Effect: Limited Information Processing

The halo effect simplifies complex information by relying on a single positive characteristic or overall impression. This can hinder a thorough and comprehensive evaluation of an individual or entity. By focusing on a narrow set of attributes, important nuances and details may be overlooked, resulting in incomplete or superficial assessments.

The Halo Effect: Disregard for Negative Qualities

The halo effect can cause people to overlook or downplay negative qualities or weaknesses in an individual or entity. Even if there are shortcomings or areas where significant improvement is needed, they may be overshadowed by the positive halo, leading to a lack of constructive feedback and missed opportunities for growth and development.

The Halo Effect: Stereotyping and Generalization

The halo effect can contribute to stereotyping and generalization. By assuming that one positive characteristic or trait applies universally, individuals may make sweeping judgments about a person or group, ignoring individual differences and variability. This can perpetuate stereotypes and hinder a nuanced understanding of others.​

Halo Effect Theory

The halo effect theory, initially described by Edward Thorndike (1920), can be understood within the framework of cognitive psychology. Specifically, the halo effect is often attributed to a cognitive bias known as the "generalization bias." This bias occurs when our initial impression or evaluation of a person, object, or event influences our subsequent judgments and perceptions of that entity.

According to the halo effect theory, when we are presented with information about someone or something, we form an overall impression based on that information. This overall impression then acts as a "halo," coloring our perception of specific traits or attributes associated with the entity.

The halo effect arises from our natural tendency to simplify and make sense of complex information by relying on heuristics, or cognitive shortcuts. Instead of evaluating each individual attribute or characteristic independently, we often use the halo effect as a mental shortcut to make assumptions and judgments about the entity as a whole. This cognitive bias helps us process information efficiently, but it can also lead to systematic errors in our evaluations.

The halo effect can be influenced by various factors including physical attractiveness, reputation, social status, first impressions, or single outstanding qualities. Once the halo is established, it affects how we perceive and interpret subsequent information about the entity, often leading to biased judgments and attributions.​

Examples of the Halo Effect

There are many aspects of our lives where we might encounter the halo effect. Here are a few examples of where it might be observed:
​

• A manager evaluates the employee who is a fan of the same sports team more favorably than the employee who is not.
• A consumer prefers one brand over another because their favorite celebrity endorsed it.
• A jury feels positively toward the person on trial because they are attractive.  
• The intern who dresses well is considered more competent than the intern who does not.
• A person is unable to believe their favorite comedian behaved unethically because they are funny and thus are unlikely to be a bad person.

Halo Effect and Attractiveness​

The halo effect is closely related to attractiveness. In fact, physical appearance is one of the most common triggers of the halo effect. That is, when someone fits within our societal standards of beauty, we tend to assume they possess other positive characteristics as well. Here are a few ways attractiveness and the halo effect are connected (Forgas & Laham, 2016):

Positive Characteristic Attribution

When someone is physically attractive, the halo effect may cause individuals to assume they possess other positive qualities as well. For example, attractive individuals are often perceived as more intelligent, competent, trustworthy, confident, and socially skilled, even if there is no evidence to support these assumptions. This is because the initial positive impression based on attractiveness can create a cognitive bias that influences perceptions of their other traits.

Social Influence

Attractive individuals may experience an increased likelihood of being liked, admired, or socially accepted due to the halo effect. Others may seek their company, follow their lead, or be more receptive to their ideas simply because of their physical attractiveness. This can impact social dynamics, interactions, and the influence attractive individuals hold over others.

Perceived Success

Physical attractiveness is often associated with success and positive outcomes. People may believe that attractive individuals are more likely to be successful, professionally accomplished, or financially stable. Consequently, this positive perception can enhance the halo effect, leading others to attribute more positive characteristics and potential success to attractive individuals.

Job Opportunities and Advancement

Research has shown that physical attractiveness can affect hiring decisions, job opportunities, and career advancement. The halo effect can lead employers to perceive attractive candidates as more competent, capable, and qualified for a job, even if attractiveness is unrelated to job performance. Attractive individuals may receive preferential treatment in hiring, promotions, or networking opportunities due to the positive biases associated with their appearance.

Halo Effect and Marketing

The halo effect has a significant impact on marketing and consumer behavior. It can influence how consumers perceive and evaluate products, brands, and advertisements (Leuthesser et al., 1995). Here are a few ways the halo effect is used in marketing:

The Halo Effect & Brand Perception

If a brand is well known and highly regarded for one particular product or service, consumers may assume that other offerings from the same brand are of similar quality. For example, if a company is known for producing high-quality smartphones, consumers may assume that their other products, such as laptops or headphones, are also top-notch.

The Halo Effect & Celebrity Endorsements

When a celebrity or well-known figure endorses a product or brand, the positive qualities associated with that person can transfer to the product or brand itself. Consumers may be more inclined to perceive the endorsed product as desirable, reliable, or high-quality simply because of their positive opinion of the celebrity (Schlecht, 2003).

The Halo Effect & Packaging and Design

The visual appeal of a product's packaging or design can create a positive initial impression and influence consumer perceptions of the product's quality and value. A well-designed package can make a product seem more attractive and trustworthy, leading consumers to assume that the product itself is of high quality.

The Halo Effect & Advertising and Messaging

Effective advertising can create a positive emotional connection or association with a product, brand, or message. By presenting the product in a favorable light or associating it with positive emotions, marketers can leverage the halo effect to influence consumers' attitudes and preferences.

The Halo Effect & Social Proof

The halo effect can also be seen in the influence of social proof on consumer behavior. When consumers see others positively endorsing or using a product, they may assume that it is a good product and follow suit. Positive reviews, testimonials, or recommendations from others can create a halo effect, enhancing the perceived value and desirability of a product or brand (Sanak-Kosmowska, 2021).​

Halo Effect and Hiring

The halo effect can have a significant impact on the hiring process and how candidates are evaluated (Biçer, 2022). Here are some ways in which the halo effect can influence hiring:

Positive First Impressions

During the initial stages of the hiring process, candidates often make a first impression on the interviewer. If a candidate presents themselves well, is confident, or possesses impressive credentials, the halo effect can come into play. The interviewer may perceive the candidate more favorably and attribute positive qualities to them, such as competence, intelligence, or professionalism, based on that initial impression alone (Gibson & Gore, 2016).

Reputation and Prestige

Candidates who come from prestigious educational backgrounds, previous employers, or industries can benefit from the halo effect. Employers may assume that candidates from renowned institutions or companies possess superior skills or knowledge even without thoroughly assessing their qualifications or fit for the specific role.

Similarity Bias

Interviewers may also be influenced by the halo effect when they perceive similarities between themselves and the candidate. Shared backgrounds, interests, or experiences can create a positive bias, leading the interviewer to assume that the candidate is a good fit and possesses other favorable qualities beyond what has been objectively assessed.

Personal Attractiveness

As mentioned earlier, research has shown that physical attractiveness can also influence hiring decisions. Candidates who are perceived as physically attractive may benefit from the halo effect, as interviewers may unconsciously attribute positive qualities to them, such as being more competent, trustworthy, or socially skilled (Forgas & Laham, 2016).​

Halo Effect and Communication

The halo effect can influence communication in various ways, affecting how we perceive and interpret information, individuals, and messages. Here are some ways the halo effect can impact communication:

The Halo Effect & Confirmation Bias

The halo effect can also contribute to confirmation bias, which is the tendency to interpret or seek out information that confirms our existing beliefs or preconceived notions. If we have a positive impression of someone, we may be more likely to interpret their statements in a way that aligns with our preconceived positive perception rather than objectively evaluating the information (Forgas & Laham, 2016).

The Halo Effect & Influence on Persuasion

The halo effect can impact persuasion by leveraging positive attributes or associations. For example, if a speaker is charismatic or likable, or they have a positive reputation, their persuasive abilities may be enhanced. People may be more receptive to their message, more willing to be influenced, or more likely to agree with their arguments simply because of the positive perception associated with the speaker.

The Halo Effect & Trust and Rapport

The halo effect can play a role in building trust and rapport in communication. If someone is perceived positively based on a single characteristic or initial impression, it can shape the overall perception of their trustworthiness and credibility. This can influence how open and receptive individuals are to their communication and the level of rapport established.

The Halo Effect & Preconceived Biases

The halo effect can also lead to preconceived biases or stereotypes that affect communication. If we have a positive or negative halo associated with a certain group, it can influence how we interpret the messages or behaviors of individuals from that group. These biases can hinder effective communication, lead to misunderstandings, or create barriers to meaningful dialogue.​

Halo Effect and Performance Appraisal

The halo effect can significantly influence performance appraisals, potentially leading to biased evaluations (Bellé et al., 2017). Here are a few examples of how the halo effect can impact performance appraisals:

Single Positive Trait Impact

If an employee possesses a single exceptional quality or demonstrates outstanding performance in one area, the halo effect can cause the appraiser to extend this positive perception to other aspects of their performance. This can result in an overall inflated appraisal where the employee's strengths overshadow their weaknesses or areas needing improvement.

Likability and Personal Bias

If the appraiser has a personal liking to or positive relationship with an employee, the halo effect can come into play. The positive feelings toward the employee may influence the appraiser's judgment, leading to a more favorable appraisal. Conversely, if the appraiser has a negative bias toward an employee, it can lead to a negative halo effect where the employee's overall performance is unfairly downplayed based on a single negative characteristic.

Physical Attractiveness Bias

Here is another situation where physical attractiveness can trigger the halo effect. In performance appraisals, if an employee is perceived as physically attractive, it can lead to a positive halo effect where their overall performance is rated higher even if there is no direct correlation between appearance and job performance.

Articles Related to the Halo Effect​

​Want to learn more? Check out these articles:

• Self-Fulfilling Prophecy: Definition, Examples, & Theories
• Hindsight Bias: Definition, Examples, & How to Avoid It
• Habituation: Definition, Examples, & Why It Occurs​
• Fluid Intelligence: Definition, Examples, & Psychology​
• Dunning-Kruger Effect: Definition, Examples, & Psychology​​​​​​​​​​​​​​​​

Books Related to the Halo Effect​

If you’d like to keep learning more, here are a few books that you might be interested in.

• The Halo Effect: ...and the 8 Other Business Delusions That Deceive Managers
• Trapped by Assumptions: How to Break Mental Traps and Keep Your Mind Sharp (The Anchor of Our Purest Thoughts)
• Blindspot: Hidden Biases of Good People

Final Thoughts on the Halo Effect​

The halo effect is a form of cognitive bias in which we assume global goodness based on a single characteristic. We use this strategy to help us draw conclusions about people quickly and with minimal effort, which commonly leads us to make inaccurate assumptions. The halo effect can influence many of the decisions we make every day, so it is important to be careful about how we judge others. For more on the halo effect, check out this video:​

Video: What is the Halo Effect​

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References

• Bellé, N., Cantarelli, P., & Belardinelli, P. (2017). Cognitive biases in performance appraisal: Experimental evidence on anchoring and halo effects with public sector managers and employees. Review of Public Personnel Administration, 37(3), 275–294.
• Biçer, C. (2022). Avoiding Halo Effect in Employee Selection: Implementing Effective Techniques in Hiring. Fiscaoeconomia, 6(2), 743–758.
• Forgas, J. P., & Laham, S. M. (2016). Halo effects. In Cognitive Illusions (pp. 286–300). Psychology Press.
• Gibson, J. L., & Gore, J. S. (2016). Is he a hero or a weirdo? How norm violations influence the halo effect. Gender Issues, 33, 299–310.
• Katopol, P. (2018). The Halo Effect and Bounded Rationality-Limits on Decision-Making. Library Leadership & Management, 32(3).
• Leuthesser, L., Kohli, C. S., & Harich, K. R. (1995). Brand equity: the halo effect measure. European Journal of Marketing, 29(4), 57–66.
• Sanak-Kosmowska, K. (2021). Evaluating social media marketing: Social proof and online buyer behaviour. Routledge.
• Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
• Thorndike, E. (1920). A constant error in psychological ratings. Journal of Applied Psychology, 4(1), 25–29.

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