Halo effect

The halo effect ( derived from the Greek word halos ( ἅλως ) which has a light ring around the sun or moon ( " Halo " ) called ) is a well known from social psychology Cognitive distortion, which consists of well-known properties of a person on unknown properties to close. For example, if person A feels sympathy for person B, and generally people found sympathetic, who are generous, person A will assume that Person B is generous without having any evidence for it.

Effect

The halo effect was first observed in 1907 by Frederic L. Wells. The term was introduced in the 20th century by Edward Lee Thorndike.

The effect often occurs when the reporting officer to distinguished by particularly salient, distinctive characteristics or behaviors. The influence of the halo effect is particularly strong when the judge specifically lays on a behavior or characteristic value, and this over-valued accordingly.

Response distortion: The halo effect can also occur in a questionnaire. Individual issues can other " outshine ". For example, if the previous question triggers certain thoughts or feelings, this may have an impact on the answer to the next question. The halo effect must therefore be considered in the design of a questionnaire. Is used specifically of the halo effect with trick questions.

The effect is also produced by a lack of motivation and knowledge of the assessors. This category includes journalists and scientists who quickly make do with the history generated by the halo effect without the connections to penetrate more. Thus, for example Halo effects occur in the assessment of people. So suggests, in the example on the one hand, the observer context This person has a positive attitude by its proper appearance. Therefore, this person would be the judge rather sympathetic, as a person has the no better appearance. Therefore, the appraiser before sharing his suggestion and neglect the technical and personal skills to another person.

Research on the halo effect

There are a number of experiments on this psychological effect. The halo effect has been particularly described by Edward Lee Thorndike and Gordon Allport. During the First World War Thorndike examined how managers evaluate their subordinates. For his study, he asked officers to rate their soldiers according to certain aspects: intelligence, physical fitness, leadership, character, etc. While some " super soldiers " in almost all areas received excellent grades, others remained in virtually all areas below the average. Apparently the officers dared a soldier with pretty face and good body posture automatically that he shoot accurately, cleaning his shoes spotless and even could play the accordion.

Avoidance

For an objective assessment as possible halo effects must be minimized. This is possible on the one hand by sensitizing the perception on the halo effect, so that this source of error can be better appreciated. Another countermeasure is more of the same to the assessor to assess feature by feature, that is the first feature in each to the assessor, then the second, etc. This is to prevent that the appraiser is oriented to an overall impression. A teacher can this when correcting tests reach by " cross- corrected ": First, the Task 1 all students will be corrected, then task 2, and so on. Thus radiates an extraordinary performance in a single task less dependent on the following tasks to be corrected the same student (in a positive or in a negative sense ) of a student.

Special Applications

Entertainment Industry

In the entertainment industry, the term halo effect is also used to influence the perception of the consumption related content products. Rate we eg a film positive, it is also our perception of sequels positive corrupted ( Lieberman, 2002).

Management

Phil Rosenzweig has examined how the success of company is valued in the trade press. If a company generates high profits, the characteristics of the company are presented as success factors. If the same company slipped into the red later due to a changing market environment or increased competition, the same characteristics are seen from a different angle and used as a reason for the decline of sales.

For example, is the former success factor " flat hierarchies and decision-making freedom of employees ' suddenly as the" Wild West culture " described, has in the rotated each his own thing. Due to lack of planning superstructure chaos had arisen in which the employees there was no time for efficiency, cost reduction and teamwork. So here is the current financial result, the property that outshines the other perception.

Studies that aim to find the factors for successful management, despite scientific analysis of large output data often full of illusions because many authors do not go to an independent data collection and instead rely on readily available information sources such as newspaper articles or literature that already under the Halo effect suffer.