Resource Type: Behavior Tendencies: Related Tools: Domains:

The Halo Effect is the human tendency to associate the positive or negative judgement about a person, object or service along 1 dimension to other unrelated dimensions. Marketers have been using this age-old tendency for decades (or more) by associating their brands with positive figures or attribute.

When analyzing a touchpoint, try to analyze what current associations could be drawn as is and what new ones could be created. Color choices, labels, even the copy used in all elements have the tendency to create an halo effect that will influence how agents are behaving.

A great example of unintended Halo Effect is given in this study where Green energy plans are automatically assumed by some people as being costlier even when no information is provided on their cost. The fact the energy sources used are clean implies for some people the fact they must be expensive.

This lead to some people not choosing Green plans based on cost even though costs could be identical. In that case, stating upfront very clearly that costs are identical between Green plans and Conventional plans made these people choose the Green plan as would be their preference with identical cost. An unintended Halo Effect negatively affecting the product offered was thus mitigated very simply and easily.

Some relevant case studies (if any):

Applied

Academic

2016-05-04T13:26:55+00:00

About the Author:

Julien Le Nestour
Applied behavioral scientist & international consultant — I am using the results and latest advances from the behavioral sciences—specifically behavioral economics—to help companies solve strategic issues. I am working with both start-ups and Fortune 500 groups, and across industries, though I have specific domain knowledge in banking, asset management, B2B and consumer IT, SAAS and e-commerce industries.

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