Halo Effect Essay

2917 Words Feb 26th, 2015 12 Pages
The halo effect refers to a bias whereby the perception of a positive trait in a person or product positively influences further judgments about traits of that person or products by the same manufacturer. One of the more common halo effects is the judgment that a good looking person is intelligent and amiable.

There is also a reverse halo effect whereby perception of a negative or undesirable trait in individuals, brands, or other things influences further negative judgments about the traits of that individual, brand, etc. If a person "looks evil" or "looks guilty" you may judge anything he says or does with suspicion; eventually you may feel confident that you have confirmed your first impression with solid evidence when, in fact, your
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Some researchers have found evidence that student evaluations of their college instructors are formed and remain stable after only a few minutes or hours in class. If a student evaluated a teacher highly early on in the course, he or she was likely to rank the teacher highly at the end of the course. Unfortunately, for those teachers who made bad first impressions on the students, their performance over the course of the term would be largely irrelevant to how they would be perceived by their students. Some might think this shows how wonderful intuition is: students can perceive how good a teacher is within minutes or days of meeting her. On the other hand, the halo effect may be at work here. Also, the fact that the evaluations are similar at the beginning and end of the semester might indicate that there is something seriously wrong with the typical evaluation form. It may be measuring little more than likeability and the halo effect.

In The Halo Effect: ... and the Eight Other Business Delusions That Deceive Managers (Free Press 2009), Phil Rosenzweig writes:
Much of our thinking about company performance is shaped by the halo effect … when a company is growing and profitable, we tend to infer that it has a brilliant strategy, a visionary CEO, motivated people, and a vibrant culture. When performance falters, we’re quick to say the
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