Halo Effect 月暈效應

the halo effect is a cognitive bias in a sequence of interpretations where the perception of traits of an earlier part of the sequence influences traits later on. the word 'halo effect' was derived from the fact that people tend to regard a halo as one rather than two different substances. in brand marketing, a halo effect is one where the perceived positive features of a particular item extend to a broader brand.

'月暈效應'為一種認知上的偏差,指在解讀的過程中,先對於特徵的觀感影響了接下來的特徵解讀. '月暈效應'一詞擷取自人類將月暈五認為月亮的一部分,而非兩種不同的物品,在品牌行銷中,月暈效應將為某樣物品的正向特色延伸至更廣的品牌上

china post, nov., 20, 2009