HALO Effect

Judging someone or something positively based on an unrelated favorable trait.

Our brain believes positive and negative characteristics occur in consistent patterns. So, when we notice an appealing trait, we assume other favorable qualities follow.

For example, if we meet someone who is attractive, we may immediately infer they are intelligent, kind, or honest…often incorrectly! #dating-scene

The Halo Effect applies to brands too. If a consumer trusts Nike shoes, they’re likely to trust (and pay more for) Nike golf clubs.

Net net, a positive impression in one area generates positive perceptions in other unrelated areas.

SO WHAT

Consumers can develop overall judgements about a product (or person, or brand) based on a single feature or first impression.

NOW WHAT

  • The sequence in which we observe something matters; list product features with the most powerful first.

  • Associating a product with something (or someone) attractive or admired can raise the perceived value of the product (think celebrity endorsements).

AUDIENCE IMPLICATION

Leading with the one product benefit that answers your audience’s greatest desire can solidify positive sentiment in perpetuity. Are you clear on what your audience admires most?

 

NEVER IGNORE A GUT FEELING, BUT NEVER BELIEVE THAT IT’S ENOUGH.

ROBERT HELLER