The halo-effect in fashion psychology
YOU ARE BIASED
…in your observations, and here’s why
The human brain, although powerful is subject to many limitations.
BEACAUSE WE’RE EXPOSED TO A PLETHORA OF INFORMATION, OUR BRAINS CREATE SHORTCUTS SO THAT WE PROCESS INFORMATION QUICKER AND MAKE DECISIONS FASTER.
BUT CREATING SHORTCUTS MEANS THAT WE’RE MORE LIKELY TO MAKE MISTAKES.
THIS IMPERFECT WAY OF PROCESSING INFORMATION IS CALLED “COGNITIVE BIAS” AND ONE of many of THOSE BIASES IS THE HALO EFFECT (1920 by Edward L. Thorndike)
The halo-effect is our tendency to form impressions about someone's overall character based on a specific trait. How we perceive a single trait, can carry over to how we perceive other aspects of that person, such as their character or their education etc. Nobody purposefully lets themselves be swayed by the halo effect. It’s a subconscious effect. Thus how we perceive one trait can lead us to make biased judgments of other qualities.
Studies have time and time again shown that people who are considered to be attractive, tend to be rated highly on other positive traits as well.
Although the halo effect is unfair, it can be used to your advantage by looking the part you want to play.
personal style and the halo-effect. HOW CAN YOU PUT ON A HALO WITH FASHION?
Your personal image is something you can control. Carefully consider the role you want to play in life, and look the part.
To be perceived as more successful and confident…Alter your clothes to fit you perfectly. In a study in which participants were shown pictures of a man in a made-to-measure suit and similar off-the-peg suit, the participants judged the man in the bespoke suit much more favourably. They rated him as more confident, successful, flexible and a higher earner in a tailor-made suit than when he wore the alternative. As the model’s face in the pictures was blanked out, it was concluded that such impressions were formed after quickly eyeing what he was wearing.
To be perceived as proficient…Make an effort and consider your body type, your age and the environment you’ll be in. Choosing to wear clothing and styling your outfit based on your body shape shows that you pay attention to what suits you. Dressing for the situation shows that you’ve put thought into and care about your surroundings.
When in doubt…To project a positive image, you can always rely on the classics, whether it’s a little black dress, or a blouse layered with a tailored blazer. These classics are classic because they have multiple functions and are appropriate for most situations and events.
Fashion Consumption AND the halo effect
If you’re making decisions on whether you should have uniforms for your staff in your store, the answer is YES, ABSOLUTELY!
Studies have shown that consumers perceive employees who wear personalised company uniforms as being more professional, capable, knowledgeable and reliable than non-uniformed counterparts. And as a result, consumers are much more likely to make a purchase with them.
The halo effect impacts people’s evaluation of you every single day and using it to your advantage, means that you are successfully meeting your audience's expectations or even going beyond that.