A Constant Error, Revisited: A New Explanation of the Halo Effect

Judgments of character traits tend to be overcorrelated, a bias known as the halo effect. We conducted two studies to test an explanation of the effect based on shared lexical context and connotation. Study 1 tested whether the context similarity of trait names could explain 39 participants' ratings of the probability that two traits would co-occur. Over 126 trait pairs, cosine similarity between the word2vec vectors of the two words was a reliable predictor of the human judgments of trait co-occurrence probability (cross-validated r² = .19, p < .001). Two measures related to word similarity increased the variation accounted for in the human judgments to 45%, cross-validated (p < .001). In Experiment 2, 40 different participants judged similarity of word meaning within the pairs, confirming that the word pairs were not simply synonymous (Average [SD] = 40.8/100 [13.1/100]). Shared lexical context and word connotation play a role in shaping the halo effect.