Giacomo Falcone

Giacomo explores the halo effect - a cognitive bias where one trait influences our perception of other, unrelated traits. Through examples like the James/Harry description and studies on attractiveness, he illustrates how first impressions shape judgments, often overshadowing subsequent information. The halo effect manifests across domains like the legal system, politics, and business marketing. Domenico Loperfido provides insightful examples of brands leveraging the halo effect, including Nike's Air Jordan I, Apple's iPod Silhouettes, and Red Bull's 'It gives you wings' campaigns. These cases showcase how positive associations with specific products or personalities create a broader positive perception of the entire brand.