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Introduction

Luigi Vasquez CMS 11 Spring 2012 Reasoning and Analysis Assignment In our lives we can make many unconscious decisions based on cognitive perceptions. For example, when one thinks of the company Apple, they automatically make an association with the iPod/iPhone. When one thinks of an obese person, unfortunately, they automatically think of someone who is lazy and irresponsible. The previous were two examples of what is known as the halo effect and the 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. I will also be discussing how the devil effect is something that is always negative because it is basically an assumption that doesn?t allow room for a real evaluation of a person or product. According to Interplay: The Process of Interpersonal Communication, written by Ronald B. Alder, Lawrence B. Rosenfeld, and Russell F. Proctor II, the halo effect is, ?the tendency to form an overall positive impression of a person [or product] on the basis of one positive characteristic? (396). ...read more.

Middle

The decision to purchase will be easy and quick. When it comes to a person, the halo effect can of course be beneficial for the person who is pretty, and therefore intelligent, but when it comes to the person who is overweight and therefore lazy, it can pose an issue. This would be the devil effect. 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. ...read more.

Conclusion

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. ...read more.

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