The Halo Effect
Organisations succumb to the halo effect in a variety of situations. A solid introduction to the topic is provided alongside strengths, weaknesses, measures and success factors and through the use of case study evidence demonstrates how the halo effect can be applied to different industries and contexts.
Technique Overview
The Halo Effect Definition
The halo effect is a psychological phenomenon that surfaces when subjects are asked to rate multiple traits. The problem "arises in data collection when there is carry-over from one judgment to another" (Thorndike, 1920). It is a form of cognitive bias where the opinion of one trait of an object (e.g. a personality trait) skews opinions about the other traits of the same object. For example, a positive experience like driving a car might lead buyers to believe that the brand's other models are equally as good (Arnold et al., 2005).
The Halo Effect Description *
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Business Evidence
Strengths, weaknesses and examples of The Halo Effect *
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Business Application
Implementation, success factors and measures of The Halo Effect *
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Professional Tools
The Halo Effect videos and downloads *
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Further Reading
The Halo Effect web and print resources *
The Halo Effect references (4 of up to 20) *
- Arnold, J., Silvester, J., Patterson, F., Robertson, I., Cooper C.L., and Burnes, B. (2005) Work Psychology: Understanding Human Behavior in the Workplace (4th Ed.), Pearson Education, Harlow, Essex.
- Barrett, C. & Felsted, A. (2011) International retailers flock to East End.[online] Available at: (http://www.ft.com/cms/s/0/098bca8a-cff5-11e0-a1de-00144feabdc0.html#axzz1fZhaXRpA) [Accessed October 2015].
- Bradshaw, T. (2011) Messenger delivers BlackBerry with a loyal following. [online] Available at: (http://www.ft.com/cms/s/2/5efb0cd8-6e8e-11e0-a13b-00144feabdc0.html#axzz1fZhaXRpA) [Accessed October 2015].
- Bruner, J. and Taguiri, R. (1954) Handbook of Social Psychology (Vol. 2), Addison Wesley, Reading, MA.
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