The halo effect is used in marketing to explain customer bias toward certain products because of favorable experience with other products made by the same company. The halo effect is why first impressions are so important. When interacting with customers for the first time, or during the first moments of a presentation, the impression they form will color their perception of any additional information they hear. Conversely, a halo error is a mistake or bias that can occur in evaluating a product rated high based on the evaluator's overall impression, rather than on the actual performance. It is important to continually check on customer experience so that the halo effect stays in effect.