Conversely, if users have a particularly bad experience with a site, they'll predict that the site will treat them poorly in the future as well and, thus, will be reluctant to return to the site. If users like one aspect of a website, they're more likely to judge it favorably in the future. The halo effect can impact organizations, locations, products and delivery/communications channels, as well as our judgments of other people. Thus, we have inherited a tendency to make (overly) fast judgments based on generalizing from a small amount of data. Those early humans who could make fast decisions were more likely to survive to become our ancestors than anybody who had to ponder all problems for hours. And a good-looking person would have avoided disfigurement from lost battles, animal bites, and nasty diseases, which again would make them role models for other protohumans. In the age of the cave people, there might even have been some truth to these snap judgments: to grow tall a person would have had to eat lots of meat and was therefore probably a good hunter that was worth listening to. The halo effect allows us to make snap judgments, because we only have to consider one aspect of a person or design in order to "know" about all other aspects. Thus, the name has nothing to do with the video game Halo :-) Why Does the Halo Effect Exist? In other words, you're transferring your judgment from one easily observed characteristic of the person (painted with a halo) to a judgment of that person's character. ![]() Thus, by seeing that somebody was painted with a halo, you can tell that this must have been a good and worthy person. The saint's face seems bathed in heavenly light from his or her halo. The term "halo" is used in analogy with the religious concept: a glowing circle that can be seen floating above the heads of saints in countless medieval and Renaissance paintings. We recommend using the term "halo effect" for both positive and negative biases. If you dislike one aspect of something, you'll have a negative predisposition toward everything about it.Ī negative halo effect is sometimes called the " devil effect" or the " pitchfork effect," but that seems to be taking the metaphor too far.If you like one aspect of something, you'll have a positive predisposition toward everything about it.The halo effect works both in both positive and negative directions: halo error) was first introduced into psychological-research circles in 1920 in a paper authored by Edward Thorndike titled “A Constant Error in Psychological Ratings.” Through empirical research, Thorndike found that when people were asked to assess others based on a series of traits, a negative perception of any one trait would drag down all the other trait scores. The halo effect is a well documented social-psychology phenomenon that causes people to be biased in their judgments by transferring their feelings about one attribute of something to other, unrelated, attributes.įor example, a tall or good-looking person will be perceived as being intelligent and trustworthy, even though there is no logical reason to believe that height or looks correlate with smarts and honesty.
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