Halo effect

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HALO EFFECT

Introduction

What is halo effect ? One may ask halo effect is a term that was first used by Edward L . Thorndike who was an American psychologist . The halo effect is a term that essentially refers to a pervasive tendency of the information processing system favoring a certain stimulus material as opposed to another . In other words it is a term that refers to a cognitive bias . In this scenario the perception of the one trait is directly influenced by the

perceptions of the traits prior to it , which comes in a form of interpretation sequence

In brand marketing it is a tool that is effectively used especially where the positive perception of one brand or item is meant to have an extended effect on the broader brands that the company produces

One good example where these halo effect has been utilized successfully is the ipod , which has had a positive effect on Apples other products This came about because of the positive perception that the ipod created . The ipod has sold approximately 58 million units across the globe , leading to a positive spiral effects on the other products that Apple offers

In Apples situation , the popularity of the ipod has continued to have significant positive effects on other Apple 's line of products like the famous Mac Computers . Mac computer sales increased up by 26 to sell over 1 million computers in the first quarter of 2005 . Since its inception Apple 's growth had been unprecedented in the

.C market However in the 1990s its market share started falling because of the onslaught from Microsoft windows and the IBM pcs that would eventually dominate the market

Also the drop in market share could be attributed partly to a series of major flops in the products and missed vulnerability . After the release of Windows 95 , the drop in sales was more pronounced

Because of this reason Apple decided to branch out into a different field of consumer electronics . The company diversified into other products like the Quick Take digital camera , the personal digital assistant or the PDA that was introduced in 1993 . However , these products failed to impress the market but created a pathway for other products like the Palm pilot , Pocketpc and later the iphone . Therefore the PDA acted as its front-runner for these later products

Later in October 23 , 2001 , Apple launched the portable media player or Ipod , which was to become its best selling brand in the digital music players . Since its inception , the Ipod has continued to play a very major role of sustaining the almost fanatical Apple consumer base especially in America

Halo effect therefore can have far reaching positive effects for any brand as can be seen from ipods case . Similarly , the effect can equally be negative to some extent . The halo effect corollary is called the `devil effect (or the horns effect

The devil effect is a term that seeks to describe a situation where an...