Everyone is beautiful at the top

What makes an ace sports player, an expert to give us advice on mutual funds? Or an actor, to tell us which food brand is best? We are so used to seeing #celebrities promote products, we never stop to consider why their #support should make the product better suited to us.

This is the #haloeffect. We subconsciously associate the “success” of people with the “success” of products, even though there may be no correlation.

Edward Lee Thorndike discovered the halo effect, a 100 years ago. His conclusion, a single quality viz beauty, social status, age produces a positive/negative effect that #outshines everything else and the overall effect is disproportionate.

Several studies have shown, we #automatically regard good looking people as more pleasant, honest and intelligent.

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