The Halo Effect: Turns Out There Really Is More to a Book Than Its Cover (2024)

The halo effect is a type of cognitive bias in which the overall impression of a person influences how others feel and think about a person's specific traits. For example, "He is nice!" affects the perception of other particular characteristics ("He is also smart!"). Perceptions of a single trait can carry over to other aspects, too.

The Halo Effect: The Physical Attractiveness Stereotype

The halo effect is also sometimes referred to as the physical attractiveness stereotype and the "what is beautiful is also good" principle.

Physical appearance is typically a major part of the halo effect. People considered attractive tend to rate higher for other positive traits, too.

However, the halo effect can encompass other traits as well. For example, people tend to see others who are sociable or kind as likable and intelligent, too. The halo effect allows perceptions of one quality to spill over into biased judgments of other qualities.

The expression draws on the image of a halo, which casts a positive light on what it surrounds; thus, the "halo" created by the perception of one characteristic can cover others in the same way.

In religious art, a halo often hovers over a saint's head, bathing the individual in a heavenly light to create the impression that that person is good.

The History of the Halo Effect

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.

"The correlations were too high and too even," Thorndike wrote. "For example, for the three raters next studied, the average correlation for physique with intelligence is 0.31; for physique with leadership, .39; and for physique with character, 0.28."

So why do our overall impressions of a person create this halo that influences our evaluations of specific traits? Researchers have found that attractiveness is one factor.

Studies have found that good-looking people tend to be seen as having positive personality traits and higher intelligence. One study even found that jurors were less likely to believe that attractive people were guilty of criminal behavior.

However, this attractiveness stereotype can be a double-edged sword. Other studies have found that, although people are more likely to ascribe positive qualities to attractive people, they are also more likely to believe that good-looking individuals are vain, dishonest, and likely to use their attractiveness to manipulate others.

Impact of the Halo Effect

The halo effect plays out in many arenas.

In Education

Teachers may interact with students differently based on perceptions of attractiveness. For example, in one study, teachers had better expectations of kids that they rated as more attractive.

Another study looked at the academic records of more than 4,500 students. A group of 28 people then rated the attractiveness of the students (based on student ID photos) on a scale of 1 (very unattractive) to 10 (very attractive). Students were then divided into three groups: below-average, average, and above-average attractiveness.

In the Workplace

Experts suggest that the halo effect is one of the most common biases affecting performance appraisals and reviews. Supervisors may rate subordinates based on the perception of a single characteristic rather than the whole of their performance and contribution. For example, a worker's enthusiasm or positive attitude may overshadow their lack of knowledge or skill, causing coworkers to rate them more highly than their actual performance justifies.

The halo effect can also have an impact on income. A study published in the Journal of Economic Psychology found that, on average, attractive food servers earned approximately $1,200 more per year in tips than their unattractive counterparts.

Another study found that physical attractiveness has a positive effect not only on a person's self-confidence but also on their overall income and financial well-being.

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.

In Marketing

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.

The Reverse Halo (or Horn) Effect

As the name implies, the reverse halo effect occurs when a person judges another negatively based on only one known characteristic. That single trait colors all of the others for someone experiencing the reverse halo effect. For example, a person might assume that someone they view as unattractive is also unkind.

The Takeaway

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.

Despite awareness of the halo effect, avoiding its influence on our perceptions and decisions is impossible. It's just one of many biases that facilitate snap decisions—and errors in judgment.

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