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Strive for a positive first impression.
Knowing the central r ...
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There has been considerable research and evidence of the Halo Effect in a range of domains, and it is a long-established cognitive bias. The only limitation that we can call out is that, while it might be at play in a given situation, it’s likely not the only bias or factor to consider.
Military judgment.
Edward Thorndike first coined the Halo Effect when studying how military officers judged their subordinates in a 1920 study. The officers would not talk to the men (yes, all men, it was 1920 after all), but consistently rated their intelligence and character based on physical strength and attributes.
Celebrity ambassadors.
The constant hiring of celebrities to represent companies is an example of those companies trying to benefit from the celebrities Halo Effect. It’s also why such celebrities are quickly dropped at the first sign of a scandal or negative consumer perception.
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The Halo Effect was identified in broad terms as far back as 1907 by Fredrick Wells, a US-based psychologist. However, Edward Thorndike is credited with coining the effect in 1920 and essentially defining it as a cognitive bias.
Thorndike’s conclusions came from studies with the military where officers were asked to rate subordinates on a number of traits such as physique, character, leadership, and intelligence without having spoken to them. Thorndike noted that the officers’ judgment of a range of qualities was consistently driven by unrelated physical attributes. Basically, the servicemen who were taller and looked stronger were consistently rated as more intelligent etc.
There have been a number of studies supporting these findings in a range of domains. And, in 1964, Polish psychologist Solomon Asch found that first impressions were more important than subsequent impressions in establishing the Halo Effect.
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