halo effect

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Halo Effect

In psychology, the concept that persons with one positive quality are perceived as having multiple positive qualities. For example, an attractive person may be thought to be more intelligent than he/she really is. In business, the halo effect is seen when one popular product from a company improves sales for other products.

‘halo effect’

the regarding of an individual by others, especially his or her superiors, as especially good at his or her job. The reality may be different but, because the belief is strongly held, any shortcomings may not be perceived. Those employees who have the halo effect often achieve rapid promotion, with the result that their occupancy of particular job roles may be brief. Any aspects of their performance which are not satisfactory may not come to light for some time, hence the halo effect remains undiminished. However, those with this attribute often attract resentment from their more discerning colleagues. The opposite of the halo effect is the horns effect, where an employee is viewed badly whatever his or her actual performance. See PETER PRINCIPLE.
References in periodicals archive ?
The notion of brand equity, a topic of more recent interest, has much in common with the halo effect, and marketers interested in assessing brand equity can benefit from prior research on the halo effect and its measurement.
We demonstrate the usefulness of halo effect measures for assessing brand equity.
Since Thorndike's[1] original conceptualization, the halo effect has been fairly consistently defined as a rater's failure to discriminate among conceptually distinct and potentially independent attributes, with the result that individual attribute ratings co-vary more than they otherwise would.
The halo effect, however, suggests dual causality for the model in Figure 1, that is, that attitudes also cause beliefs.