The Halo Effect
I’ve discussed many ways that the human mind processes the massive amount of information that pours in every moment of your life.
These processes can sometimes be productive, such as generalization... a process that groups similar data into common categories. For example, once you learn how to open a door, you know how to open up most other doors without learning how to open every single type of door.
Sometimes the process can hinder our abilities, such as how much of the information that enters our consciousness is deleted to keep us from going into overload. This deletion process is what makes humans horrible eyewitnesses.
Cognitive biases, however, fall on a continuum... some hinder us, some help us, and some are situation-dependent.
A cognitive bias is an error in the processing system that happens when humans interpret information and allow it to affect the decisions that they make. Typically, it’s a result of our mind simplifying the data pouring in by applying “rules of thumb” to speed things along.
One type of cognitive bias that you can take advantage of is the Halo Effect.
The Halo Effect happens when someone judges another human based on their particular traits, and that judgment influences their overall impression of them.
A typical example of this is how humans perceive someone as attractive. It’s not a secret that attractive humans tend to have better opportunities throughout their life. In multiple studies, attractive humans tend to be rated higher on other positive traits simply because they’re attractive, such as success, likability, intelligence, kindness, and having a great sense of humor.
Is this politically correct? No, but this is the way humans work.
Attractiveness is not limited to just physical appearance. If a human is viewed as being very sociable or kind, they also score higher on other traits... including being more attractive than other humans who have similar physical features but who are not as sociable or kind.
Wardrobe can also create the Halo Effect. If you are dressed similarly to another human, that human will view you as more attractive and trustworthy. This is why I disagree with the adages “Dress For Success” and “Dress To Impress”. I recommend that you dress for your target audience.
What can you do so others view you through the lens of the Halo Effect? Especially when you know humans tend to believe that others are more intelligent and successful simply because they are more attractive.
This applies to all areas of life. Be cognitive about what photos you post on your website and social media because (unfortunately) these may matter more than your credentials and testimonials.
