Halo and Devil Effect. In this paper I will be discussing how the halo effect can be both positive and negative, depending on whether or not it is affecting a person or product

The devil effect, or the reverse halo effect, is the tendency to form an overall positive impression of a person/product on the basis of one negative characteristic or trait. According to the article, Physical Attractiveness Bias in Hiring:  What is Beautiful is Good, written by Comila Shahani-Denning, “There is considerable empirical evidence that physical attractiveness impacts employment decision making, with the result that the more attractive individual, the greater the likelihood that that person will be hired. This is generalization is known as the ‘what is beautiful is good’ stereotype” (14). What we can see from this quote is basically that if a beautiful woman comes in to interview for a managers position she will most likely be hired versus, lets say, an obese woman. Based solely on looks, and not on qualifications, the hirer will have already assumed that because this woman is beautiful she must also be intelligent (halo effect). And because the other woman is obese she just has to be lazy and irresponsible. This is an example of the devil effect. The hirer will probably ask themselves something along the lines of “if this person cannot manage her own weight how will she manage this office?” It is yet unfortunate, that often many decisions in the business world can be made based on that one negative or undesirable trait in a person. The decision not to hire her because she isn’t skinny and pretty is biased and unfair. “Making hiring decisions based on non-job-related factors is detrimental to the overall organizational performance” (Shahani-Denning, 14). She may actually be more qualified for the position, and have a more impressive resume and job experience, versus the “beautiful” woman.

When I think about how the halo and devil effect relate to today’s culture/popular culture, I think of the police department and how people get profiled on the street. There is a lot of controversy going on that police profile based too much on looks and not enough on behaviors. For example, there are often times when I am walking down the street or about to take the train and I will see the police stopping a young kid who is dressed baggy. I believe they assume based on his baggy attire that he cannot be anything more than a “thug/dealer” or delinquent kid cutting school. They may be stopping this kid while someone walking right past them, who might actually look like your average Joe, could actually be the “thug/dealer.”  This would be the devil effect. But, because this average Joe is more attractive in the sense that he isn’t wearing his pants low, he will be overlooked or looked up upon by the police versus the rest of society as someone “good.” This would be the halo effect.

Overall, the halo and devil effect are very interesting. I believe these effects impact that world unconsciously every single day. We can look to many products, such as Apple products, and many people, like those involved in hiring processes to fully understand how both can play out in todays society.

Bibliography

Adler, Ronald, Lawrence Rosenfeld, and Russell Proctor II. Interplay: The Process of Interpersonal Communication. 10. New York: Oxford University Press, 20017. Print.

Daye, Derrick, and Brad VanAuken.  “Creating the Brand Halo Effect.”  Branding Strategy Insider.  The Blake Project, 21 Sept. 2009. Web.

Shahani-Denning, Comila.  “Physical Attractiveness Bias in Hiring:  What is Beautiful is Good.”  Hofstra Horizons (Spring 2003):  15-18. Web.