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THE HALO EFFECT

THE HALO EFFECT. Corey Faltyn Graham Goldstone Justine Goodwin. WHAT IS THE HALO EFFECT?. The halo effect refers to a cognitive bias whereby the perception of a particular trait is influenced by the perception of the former traits in a sequence of interpretations .

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THE HALO EFFECT

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  1. THE HALO EFFECT Corey Faltyn Graham Goldstone Justine Goodwin

  2. WHAT IS THE HALO EFFECT? The halo effect refers to a cognitive bias whereby the perception of a particular trait is influenced by the perception of the former traits in a sequence of interpretations. Plain English: If you like a company’s product, you assume the rest of their products are just as good.

  3. TYPES OF HALO EFFECTS • Well-known companies are benefiting from three common “halo effects” • Values & Beliefs • Product • Health

  4. VALUES AND BELIEFS ‘HALO’ • Companies may choose to endorse certain values that they feel will result in customers wanting to support a company with coinciding beliefs. • EX. Wal-Mart’s endorsement of Christianity

  5. PRODUCT ‘HALO’ • Many companies capitalize on the success and assumed image of a certain product through sales of another that is perceived to have some of the same benefits. • EX. iPhone

  6. HEALTH ‘HALO’ • Consumers sometime associate certain health benefits from all products of a certain company. • Promoted ‘healthy’ products may be available, while in reality a majority of the companies products may actually be “un-healthy”. • EX. SUBWAY

  7. SOURCES • www.subway.com • www.apple.com • www.walmart.com • www.adage.com

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