List of Uses of the Halo Effect in Advertising and Branding

Consumption Behavior
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Sarah Daghman
Lecturer, Russian Federation
The Halo Effect can be defined as an immediate judgment discrepancy, or cognitive bias, or tendency for positive impressions of a person, company, brand or product in one area to POSITIVELY influence one's opinion or feelings in other areas. Whereas Edward Thorndike, an eminent psychologist, defined the Halo Effect as the tendency to make specific inferences on the basis of a general impression. In marketing, the term is used to explain customer bias toward certain products or services because of favorable experience with other products or services made by the same company. How is the "Halo Effect" used in Advertising and Branding? AS A PRODUCT LINE EXTENSION STRATEGY: The halo effect explains the tendency of customers to like and buy certain products or services, based on some favorable or pleasant experience using some other products or services from the same manufacturer. See: product line pricing. TO STRENGTHEN BRAND LOYALTY: The presence of a successful product can ofte (...) Read more? Sign up for free


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