Helo effect is a Cognitive Bias. People have a tendency to transfer the good impression of a person/ company/ brand/ etc in one context to things they recommend in another context.
If you like Ronaldo as a footballer, you might like the shaving cream that he advertises.
- Used extensively in marketing
- Social media influencing works this way as well.
- Horn effect: A negative form of the halo effect, called the horn effect, the devil effect, or the reverse halo effect, allows one a disliked trait or aspect of a person or product to negatively influence globally.