The halo effect is essentially how positive—but irrelevant—traits influence our perception of what the thing with the halo actually says or does. These authors explored how charities manifest the halo effect on their websites, and find evidence for four varieties of halo effect.
this study employs charity websites as a multi-attribute donation channel consisting of three attributes of information content quality (mission information, financial information, and donation information) and four attributes of system quality (navigability, download speed, visual aesthetics, and security). Based on the proposed framework, this study proposes four types of halos that are relevant to charity website evaluation —collective halo (attribute-to-attribute), aesthetics halo (attribute-to- dimension), reciprocal-quality halo (dimension-to-dimension), and quality halo (dimension-to-dimension)
