The halo effect is a cognitive bias where our overall impression of a person influences how we feel and think about their specific traits. For example, if we perceive someone as friendly, we might also assume they are intelligent or capable, even without evidence to support those beliefs. This can lead to skewed judgments in various situations, such as hiring decisions or performance evaluations. This phenomenon can also apply to brands and products. If a consumer has a positive experience with a brand like Apple, they may assume all its products, such as the iPhone or MacBook, are of high quality. The halo effect can significantly impact consumer behavior and decision-making.