The halo effect can be taken in both negative and positive aspects. Picture this. A consumer is like a high school plastic (the totally awesome social divas from Mean Girls). When it comes to shopping, all they want to do is find the perfect product that makes their lives better and make them totally happy! Now, if a consumer buys the product and happens to like it, it thinks, "hey, this product is totally awesome. This company must make other awesome products too!"