halo effect

[swatiraohnlu]

The 'halo effect' is a classic finding in social psychology. It is the idea that global evaluations about a person (e.g. she is likeable) bleed over into judgements about their specific traits (e.g. she is intelligent).

In the same way politicians use the 'halo effect' to their advantage by trying to appear warm and friendly, while saying little of any substance. People tend to believe their policies are good, because the person appears good. It's that simple.

The halo effect in itself is fascinating and now well-known in the business world. According to 'Reputation Marketing' by John Marconi, books that have 'Harvard Classics' written on the front can demand twice the price of the exact same book without the Harvard endorsement.

 

[swatiraohnlu]

In brand marketing, a halo effect is one where the perceived positive features of a particular item extend to a broader brand. It has been used to describe how the iPod has had positive effects on perceptions of Apple's other products. The effect is also exploited in the automotive industry, where a manufacturer may produce an exceptional halo vehicle in order to promote sales of an entire marque. Modern cars often described as halo vehicles include the Dodge Viper, Ford GT, and Acura NSX.