We often form a first impression based on a single trait. If it’s positive, we tend to assume other positive traits follow. For example, if someone appears physically attractive, we might also assume they’re kind, intelligent or friendly – even without any real interaction. This mental shortcut is known as the Halo Effect, first formalized in 1920 by psychologist Edward Thorndike.
Our brains like simplicity and shortcuts. When faced with incomplete information, we often take one tangible trait like appearance and use it to judge everything else. It’s a form of cognitive efficiency. Rather than weigh each attribute individually, we make assumptions. The clearer the signal, the more persuasive it becomes.
While the Halo Effect has been widely studied in B2C contexts, there’s limited academic research exploring its influence on B2B buyer behaviours – particularly when it comes to influencing perceptions of brand trust.
We investigated this by recruiting 500 B2B buyers from global organisations and split them into four equal groups. Each group was shown the start page of a website of a fictious cybersecurity brand named Cryptex Secure.
- Group 1 saw a page featuring a businessman who was deemed ‘attractive’
- Group 2 saw a page featuring a businessman who was deemed ‘less attractive’
- Group 3 saw a page featuring a well-known celebrity
- Group 4 saw the same page as Group 1, but the ‘attractive’ businessman was featured next to the logo of a well-known insurance brand working in partnership with Cryptex
The results revealed that level of attractiveness had a clear impact on how B2B buyers judged the Cryptex brand.
- 59% of buyers who saw the ‘more attractive’ man rated the cybersecurity brand as high quality, compared to 43% for the ‘less attractive’ version – a massive 37% uplift in perceived quality rating
- Brand trust and expertise ratings were 68% higher among those B2B buyers exposed to the ‘more attractive’ figure
- 44% of B2B buyers who saw the celebrity male rated the brand as ‘very trustworthy’ vs. 23% for the less attractive man. In high-stakes B2B decisions, celebrity status acts as social proof – signalling credibility and making the brand feel safer and more reliable
- When paired with a credible partner logo, perceptions of brand quality, expertise, and trust rose by a further 17%.
The Halo Effect reminds us that the head follows the heart and attention determines affection. A strong first impression goes far and in B2B those early impressions matter more than many assume. 86% of buyers already have their preferred vendors in mind from day one of the buying journey. Despite having dozens of suppliers to choose from, they typically shortlist just three to four brands for final consideration. Once that shortlist is made, 92% will choose the brand they shortlisted from day one. Brands that have a strong, positive image at the start of the buyer journey will have a much better chance of winning at the end.
For marketers, the Halo Effect indicates that brands can accomplish their marketing goals indirectly. If positive association in one area, say brand image, can directly influence buyer perceptions in unrelated others, say product quality, then focusing all your marketing efforts on boosting just one metric could be extremely effective.
The Halo Effect is especially powerful when it comes to building brand trust. A 2024 Forrester report found that buyers are nearly twice as likely (85% vs. 48%) to choose a supplier when a sense of trust is established early, even if there’s no immediate need.
Here are some out-of-the-box ideas for applying the Halo Effect to marketing strategies or campaigns to strengthen brand reach and positive sentiment:
Design a hero asset that radiates quality
Create one flagship piece – like a beautifully shot manifesto film or a microsite with cinematic UX – that sets the tone for your brand. This single asset becomes the benchmark that casts a positive glow over all other touchpoints.
Use familiar faces in unfamiliar contexts
Place a well-known and likeable figure (admired celebrity, filmmaker, sportsperson, or musician) in a surprising B2B setting like a factory floor or data centre. The contrast draws attention, and their presence will boost memorability and add credibility to your message. Celebrity endorsements can also help to humanise your brand and make unfamiliar solutions or services feel less risky
Associate with cultural moments
Align your campaign with a high-profile event, trend, or movement like sustainability week, AI ethics, or creative awards season. The positive associations of the moment can rub off on your brand, especially if your contribution feels authentic and timely
Apply the shared stage strategy
Host a virtual event, webinar, or roundtable in collaboration with another respected brand. The association will create a powerful spillover effect and boost brand credibility, trust, and quality assurance — especially if the partner is seen as a thought leader or visionary in a topic your audience care about, or has a similar brand purpose and values to you own
As Adam Scott, the Amazon best-selling author of Millionaire Success Secrets shares:
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The study and report are presented by Transmission, one of the major B2B agencies in the world, working in partnership with behavioural scientist Richard Shotton and global research agency NewtonX.
Do you want to know more about how to win new customers, just reach out to ulf.vanselius@comprend.com