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The halo effect is a cognitive bias where an observer’s overall impression of a person, company, brand, or product influences their feelings and thoughts about that entity’s character or properties. Coined by psychologist Edward Thorndike in 1920, the term originally described how ratings of perceived character such as intelligence, character, and physical appearance were positively correlated in evaluations of military officers (Thorndike, 1920). This article explores the halo effect, examining its implications in various contexts including psychology, business, and social interactions.

The halo effect refers to the tendency of people to make specific trait assessments based on general impressions. For example, individuals perceived as good-looking are often also assumed to be smarter, more sociable, and successful than less attractive counterparts (Dion, Berscheid, & Walster, 1972). This bias can extend beyond physical appearance to other traits, such as judging a well-spoken individual as more intelligent.

The halo effect is rooted in heuristics, mental shortcuts that allow people to make decisions quickly. These heuristics demonstrate how people’s perceptions and judgements are not always based on rational thought but rather on inferred knowledge (Nisbett & Wilson, 1977). The halo effect simplifies social cognition by allowing for quick judgements based on a single salient trait.

In professional settings, the halo effect can significantly impact managerial decisions and peer reviews. Employees who create a positive initial impression may be continually rated favorably due to this bias. This can affect performance evaluations, promotions, and even hiring decisions, potentially leading to discrimination if not consciously addressed (Agthe, Spörrle, & Maner, 2011).

The halo effect is prevalent in marketing, where the perception of a single product or service can affect a brand’s entire range. A flagship product’s success can lead consumers to assume other products by the same brand are also good, influencing purchasing decisions across the board (Rosenzweig, 2007).

Educational outcomes can also be influenced by the halo effect. Teachers’ perceptions of a student’s behaviour or one aspect of their academic ability can colour their judgements about other abilities or characteristics, potentially affecting grading and evaluations (Clayson, 2005).

The major criticism of the halo effect lies in its challenge to accuracy and fairness in judgements. By allowing one trait, whether related or unrelated, to influence overall evaluations, the halo effect can perpetuate errors and biases. This is particularly problematic in professional and educational settings where objectivity is essential.

Awareness and training are crucial for mitigating the impact of the halo effect. In environments such as human resources and education, structured and detailed rubrics for evaluation can help reduce subjective biases by forcing evaluators to consider multiple facets independently.

Schapelle Corby, a name that evokes strong emotions in Australia and beyond, provides a compelling case study of the halo effect in media and public perception. Corby was convicted in 2005 for smuggling 4.2 kilograms of cannabis into Indonesia. Her case garnered significant media attention, and various elements of the halo effect can be observed in how public perception was shaped by her appearance and the media portrayal.

In October 2004, Schapelle Corby was arrested at Bali’s Ngurah Rai International Airport with cannabis in her boogie board bag. Convicted in 2005, she received a 20-year jail sentence, which was later commuted, and she was deported back to Australia in 2017. Throughout her trial and subsequent imprisonment, Corby’s case was a media sensation in Australia, partly due to the perceived unfairness of her trial and the harshness of her sentence.

Corby’s physical appearance and demeanor played a significant role in public opinion. Media coverage frequently highlighted her attractiveness, youth, and emotional expressions, which could evoke sympathy and a subliminal association of her appearance with innocence. This manifestation of the halo effect can lead the public to assume that a good-looking person is less likely to commit a crime (Eagly, Ashmore, Makhijani, & Longo, 1991).

The Australian media often portrayed Corby as a victim of a miscarriage of justice, emphasising her distressed emotional state and the rigorous conditions of her imprisonment. This portrayal may have enhanced the halo effect, leading the public to be more empathetic and supportive of her, regardless of her guilt or innocence (Blood, Williams, & Clark, 2008).

The halo effect was also amplified by nationalistic sentiments. Many Australians viewed Corby as a fellow citizen unjustly treated by a foreign legal system. This us-versus-them dynamic can intensify the halo effect, where the in-group (Australians) perceives their member (Corby) in a more favorable light (Spencer-Rodgers, Hamilton, & Sherman, 2007).

While the halo effect can generate sympathy, it also raises concerns about bias and misjudgment. The public’s emotional engagement, driven by Corby’s media representation, may cloud objective assessment of the facts. Legal experts and psychologists caution that such biases can impact judicial fairness and the public’s understanding of justice (Darbyshire, 2010).

There is ongoing debate about whether public opinion, influenced by the halo effect, impacted the legal proceedings and decisions regarding Corby’s sentencing and parole. While direct effects are hard to prove, the intense media scrutiny and public pressure could have influenced how authorities handled the case.

John F. Kennedy’s charm and good looks are classic examples of the halo effect in politics. His telegenic appeal played a significant role in the 1960 presidential debates, where those who watched the debate on television overwhelmingly believed Kennedy had won, as opposed to those who listened on the radio and felt Nixon had performed better. Kennedy’s attractiveness and poise created a positive overall impression that boosted perceptions of his competence and leadership skills (Druckman, 2003).

Steve Jobs, co-founder of Apple Inc., benefited from the halo effect, which augmented his reputation as an innovative leader. His success with earlier Apple products contributed to a perception of genius and foresight, which influenced stakeholders to support subsequent ventures like the iPhone and iPad, sometimes overlooking potential flaws in favor of past successes (Isaacson, 2011). Jobs’ ability to present and market products also enhanced his personal and professional reputation, intertwining his image with the perception of Apple as a cutting-edge company.

George Clooney’s advocacy and humanitarian work provide a vivid example of the halo effect extending beyond his acting career. His involvement in causes such as the Darfur conflict and the founding of Not On Our Watch Project have enhanced his image, making people more likely to support initiatives he endorses based solely on his positive general persona, rather than the merits or effectiveness of the causes themselves (Bennett, 2005).

Oprah Winfrey’s role as a beloved talk show host has created a halo effect that extends into her recommendations for books and products, which often see a significant boost in sales after her endorsement. This phenomenon, known as the “Oprah Effect,” demonstrates how her positive attributes are transferred to products she recommends, influencing consumer behavior regardless of the actual value of the products (Cialdini, 2001).

The halo effect, while influential, can lead to skewed perceptions and decision-making biases. It can cause overvaluation based on superficial traits or past achievements, potentially overlooking critical flaws. In the case of political figures and business leaders, this can lead to significant consequences for governance and corporate management.

The halo effect is a pervasive psychological phenomenon affecting various aspects of personal and professional life. Understanding and addressing this bias is crucial for ensuring fair and accurate judgements in interpersonal assessments, business practices, and beyond. Continuing research and education on cognitive biases like the halo effect is essential for developing more equitable systems and interactions.

Schapelle Corby’s situation exemplifies how the halo effect can influence public perception and create a complex interplay of media portrayal, attractiveness bias, and nationalistic sentiment. Understanding the halo effect in this context highlights the need for critical media consumption and awareness of biases in forming opinions about legal cases.

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• Isaacson, W. (2011). Steve Jobs. New York: Simon & Schuster.
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