What Is the Halo Effect?
The halo effect is also something referred to as the “physical attractiveness stereotype” and the “what is beautiful is also good” principle.
However, this effect doesn’t just affect our perceptions of people based on their attractiveness. It can also encompass other traits as well.
People who are sociable or kind, for example, may also be seen as more likable and intelligent. The halo effect makes it so that perceptions of one quality lead to biased judgments of other qualities.
Psychologist Edward Thorndike first coined the term in a 1920 paper titled “The Constant Error in Psychological Ratings.” In the experiment described in the paper,
Thorndike asked commanding officers in the military to evaluate a variety of qualities in their subordinate soldiers. These characteristics included such things as leadership, physical appearance, intelligence, loyalty, and dependability.
Thorndike’s goal was to determine how ratings of one quality bled over to assessments of other characteristics. He found that high ratings of a particular quality correlated to high ratings of other characteristics, while negative ratings of a specific quality also led to lower ratings of other characteristics.
Impact of the Halo Effect
The halo effect can influence how teachers treat students, but it can also impact how students perceive teachers. In one study, researchers found that when an instructor was viewed as warm and friendly, students also rated them as more attractive, appealing, and likable.
Job applicants are also 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 also rate the individual as intelligent, competent, and qualified.
Marketers take advantage of the halo effect to sell products and services. When a celebrity spokesperson endorses a particular item, our positive evaluations of that individual can spread to our perceptions of the product itself.
So, the next time you trying to evaluate another person, whether it is deciding which political candidate to vote for or which movie to see on a Friday night, consider how your overall impressions of them might influence your evaluations of other characteristics.
