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Halo effect.

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    • Abstract:
      The Halo effect is a form of cognitive bias in which an individual's fundamental impression of a person, business, brand, or product directly informs the individual's feelings about the entity in question. In most cases, the halo effect is an entirely subconscious phenomenon that colors a person's thoughts and attitudes without them even being aware of it. The halo effect can be equally influential in both positive and negative terms.