Editing Halo effect (section)

==Context and applications==
===Psychology===
The halo effect is a perception distortion (or cognitive bias) that affects the way people interpret the information about someone with whom they have formed a positive [[Gestalt psychology|gestalt]].<ref>{{cite book|title=Elsevier's Dictionary of Psychological Theories|last1=Roeckelein|first1=Jon. E|date=2006|publisher=Elsevier Science & Technology|edition=1st}}</ref> An example of the halo effect is when a person finds out someone they have formed a positive gestalt with has cheated on their taxes. Because of the positive gestalt, the person may dismiss the significance of this behavior. They may even think that the person simply made a mistake. The person would justify the behavior and connect it with the other person's positive gestalt. The halo effect refers to the tendency to evaluate an individual positively on many traits because of a shared belief.<ref name="MCCbook">{{cite book|title=Choices & Connections|last1=McCornack|first1=Steven|edition=2nd}}</ref>

It is a type of immediate judgment discrepancy, or [[cognitive bias]], in which a person making an initial assessment of another person, place, or thing will assume ambiguous information based upon [[Abstract and concrete|concrete]] information.<ref name="Kahneman">{{Cite book|title=Thinking, fast and slow|author=Daniel Kahneman|publisher=Farrar, Straus, and Giroux|year=2013|isbn=978-0-374-53355-7|edition=1st|location=New York|pages=82–88}}</ref><ref name="RosenBook">{{Cite book|title=The Halo Effect and the Eight Other Business Delusions That Deceive Managers|author=Philip M. Rosenzweig|publisher=Free Press|year=2014|isbn=978-1-4767-8403-8|location=New York, NY}}</ref>{{rp|p. xi}}<ref name=":0" />  The halo effect is an evaluation by an individual and can affect the perception of a decision, action, idea, business, person, group, entity, or other whenever concrete data is [[Generalization|generalized]] or influences ambiguous information.<ref name="Kahneman" /><ref name="RosenBook" />{{rp|11}}<ref name="Greenwald 1995 4–27" /><ref>{{Cite journal|last1=Zhang|first1=Zhongheng|last2=Poucke|first2=Sven Van|date=2017-01-03|title=Citations for Randomized Controlled Trials in Sepsis Literature: The Halo Effect Caused by Journal Impact Factor|journal=PLOS ONE|volume=12|issue=1|pages=e0169398|bibcode=2017PLoSO..1269398Z|doi=10.1371/journal.pone.0169398|pmc=5207738|pmid=28046105|doi-access=free}}</ref>

The halo effect can also be explained as the behavior (usually unconscious) of using evaluations based on  unrelated criteria, to make judgments about something or someone. The halo effect is sometimes used to refer specifically to when this behavior has a positive correlation, such as viewing someone who is attractive as likely to be successful and popular. When this judgment has a negative connotation, such as when someone unattractive is more readily blamed for a crime than someone attractive, it is sometimes referred to as the [[horn effect]].<ref name="BBdang">{{Cite journal|last1=Sigall|first1=Harold|last2=Ostrove|first2=Nancy|date=1975-03-01|title=Beautiful but Dangerous: Effects of Offender Attractiveness and Nature of the Crime on Juridic Judgment|url=https://www.researchgate.net/publication/232451231|journal=Journal of Personality and Social Psychology|volume=31|issue=3|pages=410–414|doi=10.1037/h0076472}}</ref>

===Marketing===
The term ''halo effect'' is used in [[marketing]] to explain consumer bias toward certain products because of favorable experience with other products made by the same company.<ref>{{Cite news |url=https://www.investopedia.com/terms/h/halo-effect.asp |title=Halo Effect |date=27 October 2008 |access-date=2017-12-09}}</ref> It is used in the part of [[brand marketing]] called "[[product line extension|line extensions]]". One common halo effect is when the perceived positive features of a particular item extend to a broader brand. A notable example is the manner in which the popularity of [[Apple Inc.|Apple]]'s [[iPod]] generated enthusiasm for the corporation's other products.<ref>{{cite news |title=Apple shares surfs on big profits |url=http://news.bbc.co.uk/1/hi/business/4172211.stm |access-date=18 January 2012 |newspaper=BBC News |date= 13 January 2005}}</ref><ref>{{cite news |newspaper=[[Advertising Age]] |url=https://adage.com/article/news/apple-puts-ipod-halo-test-shuffle-mini/101786/ |title=Apple puts iPod halo to test with Shuffle and Mini |date=17 January 2005}}</ref> Advertising often makes use of television shows, movies and those who star in them, to promote products via the halo effect.<ref>{{cite news |newspaper=[[Advertising Age]] |url=https://adage.com/article/media/advertisers-emmy-halo-effect-thing-past/2184026 |title=For advertisers, the Emmy halo effect is a thing of the past |author=Anthony Crupi |date=July 16, 2019}}</ref><ref>{{cite news |newspaper=[[The New York Times]] |url=https://www.nytimes.com/2017/08/01/fashion/wonder-woman-leather-armor-whitaker-malem.html |title=The Wonder Woman Effect |author=Melanie Abrams |date=August 1, 2017}}</ref>

In the automotive industry, exotic, limited-production luxury models or low-volume sports cars made by a manufacturer's racing, motorsports, or in-house modification teams, are sometimes referred to as "'''halo cars'''" for the effect they are intended to produce on selling other vehicles within the make.<ref>{{cite magazine |magazine=Popular Mechanics |url=https://www.popularmechanics.com/cars/a8075/what-good-is-a-halo-car-anyway-12206624 |title=What good is a halo car anyway? |last=Frank |first=Michael |date=31 August 2012 |publisher=Hearst Communications, Inc. |access-date=12 December 2018}}</ref> To contrast this with the automotive terminology "flagship model", see [[Flagship#Automobiles|here]].

In the wine industry, certain wine features create a Halo Effect that can influence the customer’s opinion of a given wine. The inclusion of the category “organic” on the label of a wine can increase the consumer’s positive valuation of the wine. Organic wines are conceived of as being healthy, having a better taste, scent, and color, and result in a higher degree of overall satisfaction.<ref>{{cite journal |journal=Journal of Sensory Studies |url=https://doi.org/10.1111/joss.12243 |title=Organic label's halo effect on sensory and hedonic experience of wine: A pilot study |last1=Apaolaza |first1=Vanessa |last2=Hartmann |first2=Patrick |last3=Echebarria |first3=Carmen |last4=Barrutia |first4=Jose |date=30 January 2017 |publisher=Wiley Blackwell |access-date=17 February 2025}}</ref> Another example of the halo effect in the wine industry is the association of traditional corks with  wine quality: corked bottles are systematically rated as of higher quality than bottles that use screw caps and plastic caps since the latter are viewed as signifiers of low-quality wines.<ref>{{cite journal |journal=International Journal of Hospitality Management |url=https://www.sciencedirect.com/science/article/pii/S0278431918302512#preview-section-cited-by |title=What effect does wine bottle closure type have on perceptions of wine attributes? |last1=Reynolds |first1=Dennis |last2=Rahman |first2=Imran |last3=Bernard |first3=Shaniel |last4=Holbrook |first4=Amy |date=September 2018 |publisher=Emerald Publishing |access-date=17 February 2025}}</ref>

Advertising in one channel has been shown to have a ''halo effect'' on advertising in another channel.<ref>{{cite journal |last1=Rowson |first1=Paul |last2=Thompson |first2=Howard |last3=Berry |first3=Julian |title=Using a decision support optimisation software tool to maximise returns from an overall marketing budget: A case study from a B-to-C marketing company |journal=Journal of Database Marketing & Customer Strategy Management |date=1 June 2012 |volume=19 |issue=2 |pages=138–142 |doi=10.1057/dbm.2012.10 |s2cid=167892664 |doi-access=free }}</ref><ref>{{cite journal |last1=Timothy Coombs |first1=W. |last2=Holladay |first2=Sherry J. |title=Unpacking the halo effect: reputation and crisis management |journal=Journal of Communication Management |date=April 2006 |volume=10 |issue=2 |pages=123–137 |doi=10.1108/13632540610664698 }}</ref>
 
A halo effect with regard to health, dubbed a "health halo", is used in [[food marketing]] to increase sales of a product; it can result in increased consumption of the product in the halo which may be unhealthy.<ref>{{cite journal |last1=Provencher |first1=Véronique |last2=Jacob |first2=Raphaëlle |title=Impact of Perceived Healthiness of Food on Food Choices and Intake |journal=Current Obesity Reports |date=March 2016 |volume=5 |issue=1 |pages=65–71 |doi=10.1007/s13679-016-0192-0 |pmid=26820622 |hdl=20.500.11794/13474 |s2cid=207474222 |hdl-access=free}}</ref><ref>{{cite journal |last1=Polivy |first1=Janet |title=What's that you're eating? Social comparison and eating behavior |journal=Journal of Eating Disorders |date=December 2017 |volume=5 |issue=1 |pages=18 |doi=10.1186/s40337-017-0148-0 |pmid=28465828 |pmc=5408479 |doi-access=free }}</ref>

The term "halo effect" has also been applied to [[human rights organization]]s that have used their status to move away from their stated goals. Political scientist [[Gerald Steinberg]] has claimed that [[NGO|non-governmental organizations (NGOs)]] take advantage of the halo effect and are "given the status of impartial moral watchdogs" by governments and the [[news media]].<ref>{{cite news |author=Nathan Jeffray |title=Interview: Gerald Steinberg |url = http://www.thejc.com/news/uk-news/33415/interview-gerald-steinberg |newspaper=The Jewish Chronicle |date=24 June 2010}}</ref><ref>{{cite news |author=Naftali Balanson |title=The 'halo effect' shields NGOs from media scrutiny |url=http://www.jpost.com/Opinion/Op-EdContributors/Article.aspx?id=110648 |newspaper=The Jerusalem Post |date=8 October 2008}}</ref>

The [[Ronald McDonald House]], a widely known NGO, openly celebrates the positive outcomes it receives from the halo effect. The web page for the Ronald McDonald House in Durham, North Carolina, states that 95% of survey participants were aware of Ronald McDonald House Charities. This awareness is attributed to the halo effect, as employees, customers, and stakeholders are more likely to be involved in a charity that they recognize and trust, with a name and logo that are familiar.<ref>{{cite web |url=http://www.ronaldhousedurham.org/page/corporate-donors |author=Nancy Jones |title=Corporate Donors |publisher=Ronald House Durham |access-date=26 November 2013 |archive-date=3 December 2013 |archive-url=https://web.archive.org/web/20131203013311/http://www.ronaldhousedurham.org/page/corporate-donors |url-status=dead }}</ref>

A brand's halo effect can protect its reputation in the event of a crisis. An event that is detrimental to a brand that is viewed favorably would not be as threatening or damaging to a brand that consumers view unfavorably.<ref>{{cite journal |last1 =Coombs |first1 =Timothy W |last2 = Holladay |first2 =Sherry J |journal=Journal of Communication Management |year=2006 |volume=10 |issue= 2 |pages = 123–37 |doi=10.1108/13632540610664698 |title=Unpacking the halo effect: reputation and crisis management}}</ref><ref>{{cite journal |last1 =Klein |first1 =Jill |first2 = Niraj |last2 = Dawar |title= Evaluations in a Product-Harm Crisis |journal= International Journal of Research in Marketing |year= 2004 |volume=21 |issue=3 |pages=203–17 |doi=10.1016/j.ijresmar.2003.12.003}}</ref>

===Other uses===
Non-psychology/business use of the term "halo effect" describes the monetary value of the spillover effect{{efn|related to [[Net Present Value]]}} when an organization's marketing budget is subsequently reduced.{{efn|The loss of ''recency'' is compensated from the [[Frequency (marketing)#Effective frequency|effective frequency]] of advertising expenditures of prior periods.}} This was first demonstrated to students via the 1966 version of a textbook and a software package named "The Marketing Game."{{efn|The textbook has been revised more than once, and the mainframe program from 1966 is now a PC program.}}

The halo effect can also be used in the case of institutions as one's favorable perceptions regarding an aspect of an organization could determine a positive view of its entire operations.<ref>{{Cite book|title=Organizational Behavior, Theory, and Design in Health Care
|author=Nancy Borkowski  |year=2015
|publisher=Jones & Bartlett Publishers  |isbn=978-1-284-05088-2  |location=Burlington, MA  |pages=63}}</ref> For example, if a hospital is known for its excellent open heart and cardiac program, then the community would expect it to excel in other areas as well. This can also be demonstrated in the positive perceptions of financial institutions that gained favorable coverage in the media due to meteoric growth but eventually failed afterward.<ref>{{Cite book|title=The Halo Effect: . . . and the Eight Other Business Delusions That Deceive Managers
|author=Phil Rosenzweig |year=2014  |publisher=Free Press  |isbn=978-0-7432-9125-5  |location=New York  |pages=xv}}</ref>

The term "halo effect" is also used in metal detecting <ref>{{Cite web|url=https://metaldetectoruniverse.com/metal-detectors-on-wet-ground//|title = Do Metal Detectors Work Better on Wet Ground?}}</ref> to denote the enhanced ability of a metal item or coin to be detectable when it has been left undisturbed for some period of time in wet soil. The object can leach some metallic properties into the soil, making it more detectable. The area surrounding the object is called its "halo."