Halo Effect (Why do our positive feelings about one thing influence another?)
The Halo Effect, a brief explanation
What is the Halo Effect?
The halo effect is the tendency for the positive feelings about something to influence feelings in other areas.
Example
In marketing the halo effect can be used to transfer a positive feeling from an existing product (e.g., current flavour drink) to a new limited edition drink.
The literature
Lauthesser, L., Kohli, C. S. & Harich, K. R. (1995). Brand equity: the halo effect measure. European Journal of Marketing, 29(4). Doi: 10.1108/03090569510086657
Nicolau, J. L., Mellina, J. P. & Martín-Fuentes, E. (2020). The halo effect: a longitudinal approach. Annals of Tourism Research, 83. Doi: 10.1016/j.annals.2020.102938
drdanedgcumbe.co.uk 