How often do you go on first impressions? Have you ever made a snap judgement about someone? You could be falling victim to cognitive bias
You might have heard the expression, ‘the first impression is the last impression’, meaning it’s hard to change an opinion of someone once it’s formed. Sometimes, we make quick decisions about people and without realising we rely on biases to do this.
The ‘halo or horn effect’ is a cognitive bias where our impression of someone influences how we feel about their overall character. Our brains are trying to categorise copious amounts of information based on previous experiences and memories. But sometimes this isn’t so reliable and we make a biased positive or negative opinion of someone. An easy example to highlight how we might do this is by putting more trust in someone who is an authority figure than someone who is not.
What is the ‘halo effect’?
The ‘halo effect’ is an unconscious bias in which our impression of a person influences how we feel and think about their character. It says that a positive impression of someone in a single area positively influences our feelings of that person in other areas. Kathryn Wheeler at Happiful explains the origins of the halo effect in her article, What is the halo or horn effect and how does it affect workplace culture?
“The concept has its origins in the work of 1920s American psychologist Edward Thorndike. In an experiment, Thorndike asked commanding officers to rate the physique, intelligence, leadership, and character traits of soldiers, before having any interactions with them. What he saw was that when the officer gave a soldier a high rating in one category, they tended to also give them high ratings in the others, too. He named this the ‘halo effect’.”
The expression ‘halo’ refers to the concept sometimes found in religious art, meaning we see that person in an overly positive light. Once the ‘halo effect’ has a good grip on us, it’s difficult to think in a neutral way when evaluating others. One common example of this is when we judge someone’s character based on how attractive we find them. Some people believe that attractiveness affects how we perceive that person’s personality. Certain marketing campaigns use this idea to help sell products. The opposite of this is making negative assumptions about someone’s personality based on how unattractive you may find them. This is known as the ‘horn effect’.
What is the ‘horn effect’?
The ‘horn effect’ is the other side of the coin, when a negative impression of someone in a single area, negatively influences our feelings of that person in all other areas. As with the ‘halo effect’, our brains can go into time-saving mode, making snap judgements based on experiences and memories. Even what mood we are in that day can influence the way we unconsciously categorise someone. It can show up in many ways: when choosing which products to buy, who to vote for, who you want to be friends with, who to date, and where to liv