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光環效應與印象
The Halo Effect – TuhinzDiary
Ever wondered why attractive faces are seen more on receptions of renowned hotels and hospitals, ads and TV commercials or why the air hostesses of reputed airlines look so appealing? People who consider physical attractiveness a secondary or less important trait while choosing a candidate suitable for a specific job, may need to think again, thanks to the theory of Halo effect.
The Halo effect
From the tiny benches of kindergarten to the sophisticated corporate buildings, Halo effect touches each one of us in some way or the other. Much of the impression we make about a person’s ability and character is influenced by our likeliness for that person. Some desirable qualities in a person make us believe firmly in his/her ability to perform a specific task as compared to a person who seems less appealing to us.
Halo effect- first impression
When Halo effect misleads us…
As I mentioned earlier that more a person impresses us, the more respect he earns from us. For ex- A shabbily dressed guy may seem dull to us as compared to an attractive youth in Armani suit. Though many-a-times we do understand that the potential of a person should not be judged by the way he looks or presents himself but still we fall prey to this psychological tendency to judge people based on our fondness for them which often results in selecting wrong candidates for the wrong jobs. Sad isn’t it?
Halo effect in marketing
We like what we like. Marketers were quick to realize the potential of this psychology and act accordingly. Having celebrities as brand ambassadors, using the voice of influential personalities to endorse an event or linking a popular music with a product are some of the best examples of Halo effect where the users actually believe what they hear from these celebrities and as a result their opinion about the brand improves. Now that is what I call a clever way of marketing.
One more example is using the popularity of a product ‘A’ which has gained huge response in recent times while marketing for a new product ‘B’ in its genre. In this case too, while buying the new product, people actually trust the service and satisfaction they got from ‘A’.
Prepare yourself
Since it is a human weakness to fall for attractive attitude, the best thing to do is to prepare yourself to grasp the maximum attention possible. Now before you start underestimating yourself let me tell you that you need not be a Brad Pitt look alike or have a voice like Britney Spears to impress people. Be what you are. On any given day an original is worth more than a duplicate piece. Each one of us has some unique characteristics which separate us from others. All it takes is to recognize those hidden traits and use them wisely.
You do not need extraordinary talents to impress people
成功的性格
The Essential Characteristics of Successful People amanet
Optimism. An optimist expects positive outcomes. He doesn’t take failure personally but keeps on trying until he succeeds. Andy Litinsky was a contestant on season two of “The Apprentice” who seemed to be made of Teflon when it came to negative criticisms. When the show aired, Andy was 22 years old and about to graduate from Harvard. A national debate champion, he couldn’t wait to get into the boardroom and showcase his skills. Each time his team lost, he was singled out as being too young, too inexperienced, too uncertain. But Andy rose to the verbal sparring and had fun defending himself. He stayed in the game longer than expected because of his conviction that he deserved to be there.
Creativity. The challenging tasks on “The Apprentice” all require “out of the box” thinking. On season three, Tana Goertz was the last person remaining from the “street smarts” team in the final boardroom. Although she wasn’t “hired,” Donald Trump praised her for her track record and creative thinking. Among other innovations, Tana developed a CD-like pamphlet as part of the advertising assignment for Pontiac; the company liked the idea so much it decided to use it in its actual sales campaign. Not one to rest on her laurels, Tana created a children’s book during the time the show was airing with the aim of sharing it on her press rounds after the finale.
Resilience. Though he was on “The Apprentice” for only three episodes, Sam Solovey stands out from the debut season for his ability to keep popping back up after he’d been knocked down. During the first and second boardrooms, every member of the men’s team placed Sam’s head on the chopping block. But they couldn’t conceal their fondness for him, and Sam wouldn’t suppress his passion. His quirky tenacity inspired producer Mark Burnett to call him a “lion.” In Sam’s last episode, he was the project manager; when the team lost, Trump told him it was finally time to go. Sam let out a roar before leaving the boardroom. Fired but far from defeated, he soon reappeared in the spotlight, on shows from Howard Stern to Oprah, and even on spots with the Donald himself.
Emotional Awareness. One of the best examples of perceptive and empathetic leadership “The Apprentice” has to offer is Troy McClain, from the very first season. Hailing from Boise, Idaho, with an easy-going charm and firm principles, Troy made it to the final four, a feat all the more remarkable because he had only a high school education. He couldn’t take time off for college because he was working to help his single-parent mother take care of his hearing-impaired sister. Trump was impressed with Troy’s ability to read a situation and remain poised under stressful conditions. Troy’s intuitive understanding for the feelings of others also impressed clients, from rap mogul Russell Simmons to designer Isaac Mizrahi, and made him a top negotiator on his team.
Sociability. Part of the profile of a candidate for “The Apprentice” is being extroverted and friendly. Kwame Jackson is a great example of a personable leader. His people skills played a huge role in his landing in the final two on season one, especially considering his track record. Kwame had the dubious distinction of being on the losing team 10 out of 12 times! In addition to being smart, and backed by an MBA from Harvard, he had an affable, outgoing nature and easily bonded with all of the other candidates. He found a way to swim in the shark-filled waters of a fierce 13-week job interview without damaging his relationships with his teammates and competitors. Kwame created an environment of trust, which is vital in today’s corporate environment.
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