Halo Effect

I S A LWAY S U S E F U L
HALO EFFECT
The effect which influences another
person’s opinions towards a positive Example:
impression for a person, or brand or ATTRACTIVENESS
Positive Impression
company is the HALO EFFECT. STEREOTYPE
It is a cognitive bias which can have Physically attractive
Better Value
both a favorable as well as an people are perceived
unfavorable impact and judged to be
It tends to happen due to judgements Higher Equity smarter and more
or opinions formed in the past about likable
a brand or personality
 Advantage Disadvantage

• Beautiful receive – preferential

• Unconscious bias
treatment
• Mental Shortcut  • Lead to injustice and even
• Consumers are willing to pay stereotyping

Advantage 
• Clouds our views
more money for a brand they
• Obstructs our view of true
already know and trust
characteristics
&  • Subsequent new products by a
brand will benefit from the
• The halo effect can extend
negative impressions, too,
Disadvantage brand's halo effect
• Sense of immunity it offers to known as the "horn effect"
• Maintaining a brand's halo
the company
• Brand loyalty, retention and effect can also be challenging
brand awareness through word
of mouth
 Teachers Perception
Teachers may interact with
students differently based on
perceptions of attractiveness.
for example, found that
teachers had better
Impact on expectations of kids that they
rated as being more attractive.
Students Perception
Researchers found that
when an instructor was
viewed as warm and
friendly, students also rated
them as more attractive,
appealing, and likable.

Education
Grades

Researchers found out that the students who are

perceived to be attractive received much
significantly higher grades as compared to the
students who are not considered attractive.
 Appraisals and Review Income

Supervisors may rate The halo effect can also have

subordinates based on the an impact on income. A
perception of a single study found that, on average,
characteristic rather than attractive food servers earned
the whole of their approximately $1,200 more

Impact on performance
contribution.
and per year in tips than their
unattractive counterparts.

Workplace
Selection

Job applicants are likely to feel the impact of the halo

effect. If a prospective employer views the applicant as
attractive or likable, they are more likely to rate the
individual as intelligent, competent, and qualified.
 PERSUASION
Appeal to Authority (Celebrities)
STRATEGY

Marketers and advertisers Good First Impression (Design)

have been using this as a
Corporate Brand Name
persuasion strategy for a
long time.
Celebrities/

Impact on
Influencers who
ATTRACTIVE
are physically
STEREOTYPE
beautiful are used
Marketing Physically attractive people
to sell
products/services.
are more reliable and
This techniques
smarter as compared to
has also been
others
proven effective.

Brands and companies establish brand loyalty through the Halo Effect. The
consumers of the product/service through these persuasion startegies tend to get
swayed and build a positive opinion. This also leads to developing a long-term
perception of the company/brand rather than just a product/service.
 The halo effect is a cognitive bias that causes people’s opinion of something in
one domain to influence their opinion of it in other domains

The Halo effect can play an important role at the brand level, Halo effects
increases the brand loyalty

Overall equity of the brand is increased due to the “diehard” customers

The halo effect can play an important role at the product level

Conclusion The halo effect can also have an impact on income

The halo effect can influence how teachers treat students, but it can also impact
how students perceive teachers

The halo effect can extend negative impressions and even stereotyping

There is variability involved in the halo effect, so it may be difficult to predict the
exact degree or manner in which it will affect people in any given situation
Thank You