The halo effect (halo effect) and first impression

How the first impression effect and the halo effect work
What is the halo effect?
What is the first impression effect
How to use these effects in practice

Today we will look at two interesting cognitive distortions related to the perception of other people (usually people we don’t know very well). These are the first impression effect and the halo effect (halo effect) . What they have in common is that they push us to make judgments about a person, his character and other traits based on only partial information about him.

Halo effect - what is it?

The halo effect was first mentioned in 1920 by psychologist Edward Thorndike. As a result of the experiment, he discovered and proved the existence of this phenomenon. Subsequently, research by other scientists only confirmed his theory. And if initially the concept of the halo effect was applied only to interpersonal relationships, then in modern society its use has become much wider. This is especially true for brand marketing.

People often tend to rely on stereotypes about others. Incorrectly applied “labels” prevent you from seeing a person as he really is. That’s why it’s so important what first impression we make on others. If you initially have a negative impression of an individual, you need to make a lot of effort to change your opinion for the better.

The same is true in the opposite sense: having initially secured a positive opinion, a person is perceived only positively in further communication. The lack of objective information, superficial judgments and the halo effect do not allow us to notice its negative aspects.

The halo effect can be positive or negative. The first impression of a person determines what “label” to put on him: negative or positive, and sets the tone for the subsequent subjective perception of this person.

Bottom line

A person’s perception of the outside world is initially based on stereotypes that are determined during life.
Acting according to a pattern, an individual feels comfortable because he is within a society that lives according to the same principles. The halo effect helps people not only adapt in society, but also process a lot of information in a short time. But should you trust him with everything? Do you agree with this? Please express your opinion in the comments to the article.

Dagirova Lidiya · May 15, 2019

Examples of the halo effect

There are many examples of the halo effect in relationships between people. You yourself may have noticed that your impression of a colleague, neighbors, or new acquaintance was dictated by your initial communication with them. And often, over time, you realized that the first impression was wrong.

Fraudsters deceive their victims using the positive halo effect. Having endeared themselves to others as much as possible, at a certain moment they benefit for themselves to the detriment of the deceived people.

Some more examples of the halo effect in various areas of life:

when hiring, choosing among applicants with the same professional skills, the employer will give preference to a candidate who is more attractive in appearance;
when communicating with a sympathetic interlocutor, we perceive him more positively, unconsciously we consider him smarter than he really may be;
if we liked a person on the first date, later it will be difficult to discern his negative sides;
when buying household appliances, we are more likely to purchase a product from a manufacturer we are familiar with than from one we are meeting for the first time;
people tend to trust large, well-known banks more than small banking organizations, even if they offer more favorable lending conditions or interest rates on deposits;
a person who initially made the impression of an excellent leader with organizational skills is more readily forgiven for all mistakes and misdeeds, he has a greater chance of correcting them and remaining in his position;
Famous personalities often behave provocatively: they insult others, indulge in drunken behavior in public - that is, something that is actively condemned in relation to ordinary people, not celebrities. In society, the impudent behavior of a “star” is perceived with condescension: they say, a creative person - what can you take from her.

Recommendations

One can accuse the commanders in Thorndike's experiment of being biased and, in general, anyone who forms an opinion about another person without getting to know him very well. But if you think about it, each of us constantly falls into this trap. For example, a tall, large man with pumped up muscles reproduces the impression of a hardy and strong person. Capable of surely protecting anyone weaker than him. And also withstand a lot of troubles and problems without breaking spirit.

This is exactly how women can sometimes think when choosing a partner. And stubbornly fail to notice that he is actually trying at every opportunity to avoid responsibility, work, and constantly doubts himself. Then experience disappointment that he turned out to be not as beautiful as he looked at first. And this disappointment threatens to lead to distrust of men in general, or even worse - to depression.

The halo effect can bring a lot of problems, both to the one who is incorrectly assessed and to the one who evaluates. The simplest example: without getting to know a person well, you can push him away and lose a true friend or companion. Trusting someone who at first glance seemed interesting and safe, but in reality being betrayed and deceived.

Recommendations to help avoid this phenomenon:

Integrity

Expand the boundaries of perception, that is, do not form an opinion about a person based on only a few characteristics of his personality or actions. One-sided judgments lead us into a trap. For example, your colleague can be both evil and kind. Depending on the situation, his mood, etc., he will behave differently. Each of us is multifaceted, it’s just that some character traits are more pronounced. But this does not mean that those that are polar to them, that is, completely opposite, are absent. In other words, even the nicest person in the world in some situation shows himself to be cruel and callous.

In psychology there is such a thing as a perverted narcissist. This is a person who manipulates others for the purpose of destruction. So, at first glance, she may seem quite charming and charismatic, otherwise how else to lure the victim? The first opinion about them is usually positive; it seems that we managed to meet the most interesting person in the world, who guesses desires and understands as no one else has ever understood. And then, when a partner becomes attached to him, becomes dependent, he reveals his true face. And the torment and mental torture begin.

Therefore, refrain from making superficial judgments. Look closely and tirelessly get to know the other person. We are all constantly changing. And judging even your partner one-sidedly, thinking that you know him like no one else, is a big mistake.

Reality testing

The essence of this recommendation is to constantly compare any information with reality. For example, many students use the halo effect to their advantage. Entering the first year, they study diligently and behave quietly in classes. Do you know why? Because there is an opinion that how you prove yourself initially is how teachers will treat you throughout the entire time until you receive your diploma.

And indeed, those who later start skipping classes and don’t turn in work on time are given concessions, “turning a blind eye” to many nuances. The teacher knows the student’s capabilities, knows what he was capable of. And to the last he can strive to “pull” it out. Losing objectivity.

Reasons for the halo effect in psychology

Intellectual abilities, age, gender do not matter - almost all people are subject to the halo effect. The human brain has a tendency to attach labels to everything and everyone. Reasons contributing to the halo effect:

Lack of time - due to haste and lack of time to get to know a person better, we are forced to rely on the first opinion. At best, we can analyze several facts known about this person and, based on them, form an impression about him.
Information overload - it is physically impossible to fully concentrate on studying one person if a person is surrounded by a large number of acquaintances and has a lot of contact with people.
Thinking with stereotypes - personality templates that could be imposed on us by others do not allow us to really analyze the individual. “Thin means he’s evil,” “fat means he’s good-natured,” “the poor Dima will not succeed,” “beautiful Katya will marry successfully.” How many of these stereotypes were not justified in reality. Beautiful Katya fell into science and plunged headlong into her career. Dima, a poor student, became interested in music and became a famous musician, receiving impressive fees for his work.
Insignificance of personality - when you first meet a person, they are immediately assessed as “useful” and “not useful.” Communication with the professor’s son can be beneficial, because through his dad you can get a cushy place. But communication with some Kolya, whose parents are unremarkable, is not interesting, because it does not bring any benefit. Although this Kolya is a sympathetic and devoted person.
Unusual personality (attractive appearance, some unusual skill, talent). When someone is judged by one striking feature, the rest are perceived as insignificant. An artist who talentedly depicts nature is enthusiastically perceived by the public, despite his quarrelsome nature. The girl attracts guys with her beautiful hair, chiseled figure and pretty face, although in reality she can be greedy and two-faced.

The main reason why it is so difficult to get rid of “labels” is the conservatism of human thinking. It is easier for people to follow ready-made stereotypes than to analyze and delve into the study of other people and phenomena.

Attitude towards yourself

Self-esteem is formed under the influence of society. We all live in society and are forced to interact with a large number of people every day. At the same time, not every person can be pleasant; not everyone has enviable patience, endurance, or is attentive to our needs.

The attitude towards oneself consists of a subjective feeling of significance and need for this society in which the person is located. It has been noticed that if a child is constantly scolded and criticized, he will not strive for new knowledge, but at best will withdraw into himself. When we are accused of something, we are unwilling to take active steps to move forward. The whole point is that such a person is internally disappointed in himself and no longer wants to make any attempts, which society so persistently demands of him.

Conditions that cause the halo effect in psychology

The psychological basis of the halo effect is the human ability to think in analogies. Which often leads to misconceptions.

Recording effect

Thinking by analogies can be traced among students. Students in their first and second year of study are actively working towards their achievements: they study painstakingly, do not miss classes, and do everything to ensure that their grades are high. Then they relax: they study less and skip classes. The halo effect here manifests itself at the moment when the teacher flips through the record book: he gives a higher grade to those students who worked on it. Even if a student answered poorly, thanks to a good record, he will receive an undeservedly high score.

Higher scores are also given to those students who showed good knowledge in the past, but now their level of knowledge is much lower. Teachers also give high marks to students who have worked diligently in their classes, even if their actual knowledge is not up to par.

Close and together

You can often see people proudly displaying their photos in the company of celebrities. It seems to them that in this way they become more significant, more successful, and more interesting to others. On pages on social networks, photos are posted against the backdrop of expensive cars, in other people's luxury apartments or houses.

However, being “close” to all this does not mean “together”. You will not become more talented if you take a photo hugging an artist, artist or musician. A photo next to a famous football player will not make you more athletic or more attractive in the eyes of others. In order to achieve success in the area in which you want to become successful, you need to work in this direction. The halo effect - photos of successful people and luxurious objects in the background will not bring you any value.

The influence of the first word

The “first word” effect was first mentioned by Joseph Goebbels, who argued that the individual who spoke the first word would be considered right. Afterwards, many psychologists confirmed this phenomenon.

When the same promises are made by different politicians, the one who made them first will be trusted. Likewise, if a politician was the first to convey his position to the electorate, ahead of his rivals, his activities will be more successful.

Competitors often use this effect by pouring negativity on someone whose reputation they want to worsen. Accusations, unpleasant facts - everything is used to evoke a negative opinion among the public. After this, ordinary people themselves come up with “sins” that do not actually exist. And even if the company is completely acquitted, the negative aftertaste will remain. As in the famous joke about the theft of silver spoons: “The spoons were found, but the sediment remained.”

How to influence the halo effect

Phil Rosenzweig's book, The Halo Effect and Other Misconceptions of Every Manager, describes how you can counter the halo effect. The author explains why popular books on business and advice on running it are absurd, superficial and full of stereotypes.

It becomes clear that an individual using the halo effect cannot influence the situation. Change occurs when the psychological state of the people who perceive it changes.

For example, during the financial crisis of 2008, many reputable companies began to receive letters from regular customers who wrote negative reviews about their products. The general state of stress due to the crisis resulted in the fact that trusted consumers began to pay attention to shortcomings that they had not previously noticed. Due to a change in their psychological state, they began to perceive even the smallest shortcomings more acutely.

Experiments

As already mentioned, the halo effect in psychology has been proven by many experiments. For example, scientists Wilson and Nisbet showed two groups of students a lecture from the same teacher. Only the presentation of the material differed: one group saw a friendly professor, the second saw a person who conveyed information more harshly and used harsh expressions.

Students were asked to evaluate their appearance, behavior, and speech patterns. Few people paid attention to the appearance and features of pronunciation, but everyone noted the manner of presenting information. The lecture, where the material was presented in a harsh and harsh form, received a lot of negative feedback.

The halo effect is often used in advertising of goods by a famous person. The thought is persistently put into the minds of consumers: “Can a successful, famous person make a mistake in choosing products? Of course not!"

Bright and beautiful packaging is designed for products that attract customers with their design. The emphasis is not on quality, but on the attractiveness of the packaging compared to other products with a simpler design.

Another real-life example of the influence of the halo effect: a product, before it enters the market, is positioned as related to a healthy lifestyle. When it goes on sale, it is already labeled as useful in the eyes of buyers. Few people think about the side effects of this product.

How the Halo Effect Affects People

It is natural for human nature to be wary of new acquaintances and evaluate how risky it is to continue communication. Here the first impression, which is based on minimal information and stereotypes, is of great importance. Outwardly attractive people, dressed cleanly and expensively, inspire trust. They are considered safe. When information about a high social status, position, or influential relatives is added to the first impression, the status of a new acquaintance increases significantly. Now it is also assessed from the standpoint of its “usefulness”.

However, a pleasant face and courteous manners, an expensive suit and rich relatives are not a guarantee of an individual’s honesty and decency. Over time, not his best qualities may appear, which were not “read” during the initial communication. And what’s most interesting: due to the halo effect, these manifested negative qualities can be ignored by people around them.