halo effect

English

Noun

halo effect (plural halo effects)

1. (psychology) A cognitive bias in which judgment of somebody's character is influenced by an overall impression of him or her.
2. (advertising) The situation where the consumer's attitudes or beliefs are influenced by association, for example by a related product or service.
   • 1980, Advertising Magazine, volumes 63-69, page 13:

     In general on this index BP gained most on the items featured in the advertising but there was a 'halo' effect on items not included. There was also a very small halo effect on the other two companies.

   • 2016, National Academies of Sciences, Engineering, and Medicine, Health and Medicine Division, Food and Nutrition Board, Food Literacy: How Do Communications and Marketing Impact Consumer Knowledge, Skills, and Behavior?, page 51:

     In both cases, they found that […] there was a halo effect (e.g., when a "low cholesterol" claim was made, consumers perceived other nutrients, such as fat, also to be at low levels when they were actually high). Andrews reported that these misleading halos were reduced only when the claims were accompanied by an evaluative disclosure […]