So, the next time you vote for a politician, consider buying a pair of designer jeans or decide whether you like someone, ask yourself whether the
halo effect is operating. Are you really evaluating the traits of the person or product you thought you were? Alternatively is some global aspect
bleeding over into your specific judgement? This simple check could save you voting for the wrong person, wasting your money or rejecting someone who
would be a loyal friend.
Or perhaps, even if you do check, you'll still never know...Gulp.
Nisbett, R. E., & Wilson, T. D. (1977). The halo effect: Evidence for unconscious alteration of judgments. Journal of Personality and Social
Psychology, 35(4), 250-6.
Some references to The Halo Effect in the news......
Speedo has been making waves at the Beijing Olympics but the swimwear brand is not just causing ripples in the Water Cube, it is also creating a stir
in the world of sponsorship.
Rival brands have accused the firm of psychologically pressurising athletes to wear its latest swimsuit while coaches have attacked Speedo for sapping
Behind all the upset is Speedo's LZR swimsuit - a space-age outfit that many believe can significantly improve performance.
Already in Beijing it has been worn in a string of world record swims, and helped
Michael Phelps to take six gold medals so far.
Some athletes are so convinced of its positive effects on performance that they have ditched sponsorship agreements with rival firms to get hold of
In coming months the group also plans to capitalise on its popularity, and broaden its appeal from traditional swimwear to a fashion brand - a move
that will see it following in the footsteps of Adidas and Nike.
"The halo effect on the brand and the rest of its swimwear is going to be massive," says Rune Gustafson, chief executive on international branding
The iPod has also given birth to what Jobs describes as an eco-system of supporting products, by other outfits feeding off the iPod's success.
This includes the first mobile telephone equipped to work with iTunes. However, Motorola's Rokr has received mixed reviews.
But is the success of iPod and iTunes obscuring the struggle Apple is having in increasing its global market share in its core business: computers?
That share is still stuck at around three percent, but Apple points to what the media has dubbed the halo effect
: the iPod is so dazzling that
Apple's computers will be bathed in its divine light and the public will have to snap them up.
Phil Schiller says: "People for the first time are getting an Apple product with the iPod and seeing how great it is and are thinking about checking
out our computers too."
The Halo Effect – Book
The most pervasive delusion is the Halo Effect. When a company’s sales and profits are up, people often conclude that it has a brilliant strategy, a
visionary leader, capable employees, and a superb corporate culture. When performance falters, they conclude that the strategy was wrong, the leader
became arrogant, the people were complacent, and the culture was stagnant. In fact, little may have changed—company performance creates a Halo that
shapes the way we perceive strategy, leadership, people, culture, and more. The Halo Effect is widespread, undermining the usefulness of business
bestsellers from In Search of Excellence to Good to Great.
Thanks for reading, i hope you find it as interesting as i do.
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