Halo Effect


Definition: Halo Effect is the immediate judgment discrepancy, or cognitive bias, or tendency for positive impressions of a person, company, brand or product in one area to positively influence one's opinion or feelings in other areas. Whereas Edward Thorndike, an eminent psychologist, defined the Halo Effect as the tendency to make specific inferences on the basis of a general impression.
In marketing and branding, the term is used to explain customer bias toward certain products or services because of favorable experience with other products or services made by the same company.


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