The halo effect (or halo effect) is an incorrect assessment of a person, his actions and personal qualities. In other words, an erroneous first impression. Exaggeration of the qualities of both positive and negative.
Halo effect
The halo effect defines the world of psychology as the tendency to give a higher assessment of the personality, characteristics and qualities of a person, if he is found attractive. That is, a biased opinion and judgment is being formed. Feelings dominate reasonable judgment. If a person is handsome or handsome, an imaginary feeling is created that both the inner world and the qualities of a vis-a-vis correspond to an external assessment.
The halo effect is well described by the Russian proverb: “They are greeted by clothes, escorted by the mind.” Or another example. For example, a person has a high rating due to some individual qualities. And this already creates a tendency to exaggerate everyone else. In other words, an erroneous opinion is created about the person as a whole.
Conditions under which the halo effect occurs
The effect of a halo can lead to both an exaggeration of a person’s personality traits and prejudice against him. For the occurrence of these sensations, several conditions are necessary:
- lack of time;
- the eccentricity and brightness of the person's personality;
- excessive amount of information;
- stereotype of perception;
- insignificance of a person’s personality.
The halo effect in psychology
The essence of the halo effect in psychology is that the judgments of one person about another or about some process can be wrong or not always accurate. For example, due to false or fragmentary information.
That is, a person who has some information about the company can "run ahead" and draw a far-reaching conclusion. Although from the available information this does not directly follow.
Another example: the first impression of a person (person, clothes, etc.) can affect the assessment of his other qualities (character, attitude to work, etc.). That is, if you liked him outwardly, then his evaluation in the positive direction automatically continues. Although about the other qualities of man is not yet known. But an initially unfavorable opinion could have developed. Then it is projected onto all its other qualities, although they can be positive.
Halo effect history
The term "halo effect" appeared in 1920. It was first used by Edward Trondijk. He conducted an experiment in which he asked to evaluate the quality of his subordinates. The aim of the study was to determine how an opinion about one affects the characteristic as a whole. It turned out that a high rating of some of the qualities of a person is positively projected onto the others. And vice versa.
Research on this phenomenon has continued. It was found that attractiveness is one of the important factors. And against its background, it is believed that a person also has inner beauty. In support of the research, where the defendants participated in the experiments. It turned out that if a person is handsome in appearance, then the jury is more likely to believe him than the prosecutor.
Halo effect - a powerful psychological weapon
Studies have also shown that, despite the external attractiveness of a person, people are still inclined to admit that he may turn out to be conceited, dishonest, cruel, etc. For example, seeing in advertisements beautiful models that supposedly become younger “in front of” from then the means people have distrust.
But they can be convinced that they face a criminal. If you show a person with a repulsive appearance. Or, conversely, a maniac can avoid punishment for a long time if he is handsome and kind to others. In this case, people will transfer sympathy for him to his personality as a whole. And no one will even think that a killer is hiding behind the outer shell.
What is affected by the halo effect at school
The halo effect can greatly affect the life of the child. For example, when a teacher has a false impression when evaluating schoolchildren or students. Seeing someone’s initiative and abilities in some subjects, the teacher can give a task that will be impossible for the child. That is, the teacher gives an objective assessment much later. The halo effect sometimes affects the "rating" of approval, censure, or the incorrect distribution of students in groups.
What affects the halo effect at work
At work, due to the effect of the halo, the bias of the leader may arise in assessing the personality, labor results or human productivity. Usually, an employee’s assessment is made for some selective qualities, but not in general. This is clearly visible in questionnaires, in interviews, in certifications.
The employee sometimes lacks knowledge. But if he has the ability to grasp on the fly and quickly learn, successfully complete some tasks, the leader can give an overestimated rating. Although this will not be true. A negative perception of the employee may serve as a reason for dismissal, despite the fact that it is a highly qualified employee.
How is the halo effect applied in psychology?
The halo effect is successfully used in psychology. For example, if a teacher is pleasant and friendly in communication, then students evaluate him as a whole as an attractive and handsome person. Due to this, negative situations that may arise are automatically smoothed out. Proper application of the halo effect can be a powerful weapon. Moreover, in almost any field: advertising, politics, trade, etc. Spies are one of the prime examples.
In advertising, the halo effect is used to promote goods and services. For example, a famous person whom the majority sympathizes with, offers or approves any products. Then a positive assessment of this person by potential buyers can extend to the goods offered. That is, the opinion of the person is transferred to the advertising product.
In politics, in elections, there is again a halo effect. In election campaigns, speeches are prepared in advance. Speakers show themselves on the positive side, trying to please. And people, appreciating his ability, believe that the candidate and, on the whole, are just as good a person. As a result, they vote for him. But worth considering. After all, this speaker has many other personal qualities that were left without a proper rating. But they, as a rule, are not taken into account. This is the effect of the halo.
It is successfully used in the automotive market. For example, sports cars are released. Subsequently, the company brand will be associated with them. Marketers create a halo of the thoughts they need, focusing on modern technological equipment, professionalism of employees, excellent quality, etc. As a result, even ordinary cars of this brand will be sold out in large quantities.
The main scheme of the halo effect
The halo effect pattern - when perception is applied, triggered by inequality in the intellectual, social and other fields. People have a tendency to overestimate certain qualities of a person superior to them even in one essential parameter. If a weak and painful person meets a strong and healthy person, he perceives him as smart, beautiful, kind, etc. At the same time, there is a possibility that in reality the former overestimates the latter, and quite strongly. The qualities of this person are often not at all what they really are.