A rape case was being broadcast where the rapist was being supported by social media. Why? For he looked too pretty to commit such a crime.
The Halo Effect is a cognitive bias which we find in every aspect of our lives. It claims that positive impressions of people, brands and products in one area, positively influence our feelings in another. The image, once cast in our minds, hinder our ability to think critically and make rational judgments. As a result, our perceptions abut people often turn out to be inaccurate at first glance.
Forming long lasting first impressions of people just based on an initial or a passive interaction can be quite misleading. Human beings are complex organisms. They behave in different ways with different people, in different scenarios. They have multiple sides of themselves and they reserve each for different occasions.
It is often noticed that during the very first interaction with a stranger, the individuals can be quite strained and reserved. They focus all of their energy on making a good impression. So much so that they do not realise they are behaving in ways they usually do not.
A second interaction is quite distinct as the individuals find ease among themselves for looking back at a familiar face once more. The halo effect is cast right after the first impression. Even though people may seem quite different after the initial interaction, the very first thoughts that we form of them never leave our minds and we make our further judgments based on that perception.
The halo effect also applies to brand imaging and is used as an effective psychological tool to sell products. Studies show that when the same food products are labelled either “organic” or “conventional”, the “organic” products receive higher ratings and consumers are willing to pay a higher price for them. This demonstrates how consumers can be manipulated to spend more money than necessary.
It is said to not judge a book by its cover. Human psychology suggests that the “cover” is what we judge the most, consciously or unconsciously. That is why, it is often also said that first impressions matter for they truly are everlasting.
-Laksshha Khanna
Class XI C2
