Definition
When positive attributes of one product or campaign positively influence perception of the entire brand. The rising tide that lifts all boats, or the one good kid that makes the parents think they're doing something right.
Example Usage
Our award-winning Super Bowl ad created a halo effect that boosted sales across our entire product line for six months.
Origin
Psychology term from the 1920s, adopted by marketing researchers
Fun Fact
The halo effect was first identified by psychologist Edward Thorndike in 1920 when he noticed that military officers who were rated highly on one quality were often rated highly on all qualities.
Source: Consumer psychology and brand marketing research
Related Terms
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See “halo effect” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.
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