Origin of the term 'halo effect'

In 1920 American psychologist Edward Lee Thorndike published a paper entitled "A Constant Error in Psychological Ratings" in the Journal of Applied Psychology, Volume 4, pages 25-29.

In it was the following passage:

"The "halo effect" is an extension of an overall impression of a person (or one particular outstanding trait) to influence the total judgment of that person. The effect is to evaluate an individual high on many traits because of a belief that the individual is high on one trait. Similar to this is the "devil effect," whereby a person evaluates another as low on many traits because of a belief that the individual is low on one trait which is assumed to be critical."

The term "halo effect" is tossed around with abandon these days, most often lately in regard to whether or not Apple will be able to extend the iPod's phenomenal success to its computer offerings.

Me, I'm much more enchanted with the wonderfully named "devil effect."

I wonder why that one never caught on.

Blondes come to mind in that regard: be blonde and beautiful and you've got an uphill battle for life being thought of as anything else.