This factor can be so strong that it can create a halo effect even when a person tries to rationally assess the surrounding situation. Stereotypes are so embedded in our thinking that sometimes it is very difficult to get rid of them even in close communication.
For example, people with unusual appearances, such as brightly colored hair, piercings, or tattoos, may be viewed as immature and irresponsible, and are expected to have problems psychiatrist email addresses with drugs and the law.
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Alexander Kuleshov
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Using the Halo Effect in Marketing
In marketing, this tool is actively used to build audience loyalty and increase the attractiveness of an offer, creating strong associations in the minds of consumers.
Celebrity
Celebrity endorsements are a common practice for many companies. In such cases, celebrities become the face of a brand, such as Natalie Portman for Dior, Anastasia Ivleeva for McDonald's in Russia, and Beyoncé for Pepsi. To increase sales and customer attention, brands distribute reviews of products by famous people, supply products to popular bloggers for free, and invite celebrities to events.
At the same time, companies use the celebrity image to create an original style and generate interest in their products. A study conducted by marketers L. Kuzy and H. A. Domfe found that customers are more trusting of products endorsed by famous people, and this significantly increases the sales of brands. Interaction with celebrities can increase sales by 100%, these experts claim.
Celebrity
Source: shutterstock.com
However, we should not forget about the flip side of the phenomenon, when scandals or negative events associated with a star brand ambassador can lead to serious consequences for the company. An example of a negative halo effect is the 3.5% drop in Subway sales after the Jared Fogle scandal.
Damage to reputation is just one of the possible consequences. Sometimes a celebrity is so attractive that attention shifts away from the product they represent. This happened with the St. John brand, which collaborates with Angelina Jolie.
Gradually, as the actress's popularity grew, sales of this clothing brand fell. After some time, advertising costs with Jolie ceased to justify themselves. As a result, the cooperation was terminated, and the head of the St. John company admitted that Jolie "threw into the shadows" the brand itself.