Halo Effect

Halo Effect1

Halo-Like Effects1

Other Attribute Effects1

Peer Attitudes1

Popularity2

Familiarity2

Cross Sectional Estimation2

Cross Sectional Bias3

Correlates Of The Level Of Halo3

Use of Halo effect in accessing customers4

References7

Halo Effect

Halo-Like Effects

The Halo Effect (derived from the Greek word halos) which has a ring of light around the sun or moon (“Halo”) designated) is one of the social psychology known cognitive distortion, which consists of well-known characteristics of a person to infer unknown properties (Schwarz, 2004). For example, if person A feels sympathy for person B, and people will generally sympathetic, who is generous, person A will assume that Person B is generous, without having any evidence for it. It is observed that there are different sources that could be used for rating the bias, and are found to be similar in the spirit of the halo effect. The fact is that they are different manifestations. The following are the effects that are found to be likely to the Halo Effect.

Other Attribute Effects

The beliefs about an attribute could easily influence the rating of one individual on another attribute beyond the effect via the overall component of the attitude. For instance, if the mileage of gasoline was irrelevant to the overall attitude of the individual, it might also play a vital role in influencing that individual's rating of miles per fill up. It has been obvious through a number of researches that the physical attractiveness of an individual influences the ratings of other individuals regarding the other individual on a number of related attributes. This will also influence the overall attitude of the individual for the opinion on rating.

Peer Attitudes

It is also observed that the response of an individual regarding a belief may also be biased by the understanding and belief of his peers or the people whom he spends time with. The influence of the beliefs of an individual through his peer attitudes has been very common in the current culture.

Popularity

Popularity is also a factor that plays a vital role in building the responses of the people about certain attributes. The biasness of an individual could also be occurred due to the belief of the general public about an attribute or object. It is very common in the modern environment that most of the people become bias towards well known brands, and on the other hand, limit their ratings for less popular products.

Familiarity

It is very similar to the effect of popularity that the individuals are more biased towards the products to which they are more familiar. It is obvious that the familiarity of an individual to a particular product describes his level of satisfaction to that product. It has been researched by a number of researchers that the magnitude of halo effect decreases with the increase in familiarity of an object or product. On the other hand, it is also observed that a recent research conducted with 14 college students did not find a similar results as found by the previous researchers.

Cross Sectional Estimation

It is observed that the most significant difficulty observed while assessing the halo effect ...