The halo effect in marketing

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In this article we are going to see what the halo effect is, what it generates in the consumer and how to take advantage of it in marketing.

What is the halo effect in marketing?
In the book “Convince Me” Alejandra Falco explains the halo effect as:

"The way in which a characteristic of a person rcs data iran the perception of other characteristics of the same person or of things that are associated with that person."


In this book he explains an experiment in which it was proven that the physical attractiveness of students was closely related to the teachers' perception of their intelligence. That is, teachers considered students with greater physical attractiveness to be intelligent.

George Clooney's advertisement for Nespresso
The presence of George Clooney makes us associate Nespresso with high quality.

Can we apply this to marketing? This means that we infer the rest of a product's characteristics from one one . For example, a black iPhone seems to be of higher quality than a red one.

This is a very apt application of the popular saying "tell me who you hang out with and I'll tell you who you are." So:


The elements used to display a product in a window definitely change people's perception of it.

Just as a set of cutlery (knife, fork, spoon) is perceived as more luxurious if displayed next to a work of art (as demonstrated by an experiment at the University of Georgia), any object that is displayed next to the product influences the way people see or perceive that product.