Halo effect in Chinese Cultural Context

[Speaker] Lo, Wu-chih:1
[Co-author] Wei, Chih-fen:1
1:University of Taipei (Taiwan)

Halo effect is a type of subjective judgment, which means our overall impression of a person influences how we feel, think, and evaluate about his/her specific traits.
Previous studies showed halo effect of physical attractiveness on personality or ability (Brosseau-Liard & Birch, 2010;Dion, 1973;Gross & Crofton, 1977;Rumsey, Bull & Gahagan, 1986;Ramsey & Langlois, 2002).
In Chinese culture, interpersonal harmony was strongly emphasized (Hwang, 2014). Therefore, popularity would impose halo effect on ability and character. Chinese also believed that learning not only improved ability, but also shaped virtue. Therefore, higher ability predicted higher character (Hwang, 2002; Wang & Chen, 2005).
Questionnaire was used. Participants were 103 college students in Taiwan, including 24 male and 79 female (mean age 21.32). Exploratory factor analysis showed a three-factor (ability, character, and popularity) structure with good validity and reliability.
Mediation analysis conformed that popularity evaluations positively predicted character evaluations through the mediation of ability.
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