The Halo Effect and Why We Forget to Support Our Own

Article by Aurora V. Solis

We live in an age of convenience. A few taps on a glowing screen, and almost anything we want arrives at our doorstep. Over time, we’ve grown to believe that the bigger the brand, the better the experience.

There’s a name for this - the Halo Effect. It’s a simple but powerful human bias. When a company is famous or well-advertised, we assume everything it sells must be good. It’s the reason why many of us instinctively turn to those big smiling-cart websites or blue-cart apps that dominate every sale season. We don’t pause to ask if our local bookshop might have the same book, delivered with the same care, at nearly the same price, or maybe even faster.

The Difference That Really Matters

If we’re honest, the difference between buying from a global platform and a local Indian business is rarely more than a few rupees. Sometimes, there’s no difference at all.

But those few rupees decide whose home stays lit.

When you buy from a local bookstore or an Indian-owned website, your money doesn’t vanish into a global balance sheet. It circulates within your own city, your own community. It supports real people, the staff who pack the parcels, the delivery partners who know your building by name, the accountant who balances the books, and the bookseller who handpicks every title with thought and care.

Each purchase helps sustain livelihoods. It feeds families, pays school fees, and keeps the spirit of small, independent business alive, the kind that still remembers your name and your taste in books.

Looking Beyond the Halo

This isn’t about rejecting technology or progress. It’s about making conscious choices. It’s about understanding that trust isn’t something a billion-dollar ad campaign can buy, it’s something built through real connections and genuine effort.

So next time you reach for your phone to order a book or anything else, take a moment. Ask yourself who you want to support , a faceless algorithm, or a familiar face that’s been part of your neighbourhood for years.

When we choose local, we don’t just make a purchase; we make a difference.

Wishing you a bright and meaningful Diwali one that lights up many homes, not just yours.

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