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halo effect
Halo effect is a cognitive bias in which an observer's overall impression of a person, company, brand, or product influences the observer's feelings and thoughts about that entity's character or properties.〔(【引用サイトリンク】 publisher = Investopedia )〕 It was named by psychologist Edward Thorndike in reference to a person being perceived as having a halo. Subsequent researchers have studied it in relation to attractiveness and its bearing on the judicial and educational systems. The halo effect is a specific type of confirmation bias, wherein positive feelings in one area cause ambiguous or neutral traits to be viewed positively. Edward Thorndike originally coined the term referring only to people; however, its use has been greatly expanded especially in the area of brand marketing.
The term "halo" is used in analogy with the religious concept: a glowing circle that can be seen floating above the heads of saints in countless medieval and Renaissance paintings. The saint's face seems bathed in heavenly light from his or her halo. Thus, by seeing that somebody was painted with a halo, the observer can tell that this must have been a good and worthy person. In other words, the observer is transferring their judgment from one easily observed characteristic of the person (painted with a halo) to a judgment of that person's character.
The halo effect works in both positive and negative directions (the horns effect): If the observer likes one aspect of something, they will have a positive predisposition toward everything about it. If the observer dislikes one aspect of something, they will have a negative predisposition toward everything about it.
==History==
Edward Thorndike, known for his contributions to educational psychology, coined the phrase "halo effect" and was the first to support it with empirical research. He gave the phenomenon its name in his 1920 article “A Constant Error in Psychological Ratings”. He had noted in a previous study made in 1915 that estimates of traits in the same person were very highly and evenly correlated. In “Constant Error”, Thorndike set out to replicate the study in hopes of pinning down the bias that he thought was present in these ratings.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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