The Halo Effect is a discovery of social psychology. It is a condition that leads us to believe that one global evaluation about a person means they automatically have other specific traits. Hollywood stars are a perfect example of the Halo Effect. Because they are often attractive and likeable we naturally assume they are also intelligent, friendly and have good morals. Politicians also use the Halo Effect to their advantage by trying to appear warm and friendly, while saying very little. We assume that because they appear to be good people, their policies are good.
Richard Nisbett conducted a study involving two groups of students. The two groups were shown two different recordings of the same lecturer. In one recording the lecturer came across as being anti-student, while in the other he talked with warmth and affection about his students. The students who watched the ‘good’ version said he was a warm, friendly, intelligent and likeable person while the other group said the complete opposite. Neither group could say exactly why they felt the way they did.
What does this experiment demonstrate? Although we can understand the halo effect intellectually, we often have no idea when it is actually happening. This is what makes it so useful to marketing professionals and politicians.
So next time you are planning to vote, buy a product or decide whether or not you like someone, ask yourself if the Halo Effect is at work. Or perhaps, even if you do ask yourself, you’ll still never know. Yikes!
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