ショーン川上氏も？「ハロー効果」には要注意！？ビジネスを軌道から外さない考え方
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ショーンKこと、ショーン川上氏が世間を騒がせていますね。。
ハーバード大学でMBAを取っていたのも嘘、パリ第1大学に留学をしたのもオープンスクールに行っただけ、年商30億円も嘘、コンサルタントの実績も嘘、HPに書かれていた世界6カ国の拠点も虚偽、共同経営者の外国人の写真はネットで拾ってきたもので嘘を書くなど、、経歴詐称もここまでいけば凄いものです。。
しかし世間を欺くことに成功し、テレビに出て、最終的にフジテレビの報道番組のキャスターにまで就任させようとしたのですから、ここまで行くと凄すぎます。
また見た目がパリッとしていますので、仕事が出来そうな雰囲気もあります。しかし専門家や質問の鋭いコメンテーターからの質問に対する返答は薄かったらしく、ネット上では中身が無いと言う事も言われた様です。外見や経歴で判断した人達は結果的に間違えてしまい、中身で判断していた人達は「やっぱり！」と言っています。
なぜこの様に人や物事や意見の判断を間違えてしまうのでしょうか？
事業を運営していると、「あの人はすごい」「あの会社は素晴らしい」と思う出会いがありますよね。また、直接会わなくても、昔の人物でも、噂や本でそのエピソードや実績に感銘を受けることも。
今日は、そんな「これはすごい！」に惑わされてビジネスの軌道をそらしてしまわないための、認知バイアスの一種「ハロー効果」による心の動きについての話です。
ハロー効果は認知的不協和を解消するための無意識の働き
ハロー効果というのは、心理学者のエドワード・ソーンダイクが発見した心理効果で、ある人や商品が持つ突出した特徴によって、そのものが持つ他の特徴についての評価が歪められる、というもの。ちなみに、ハローはhelloではなくhalo、日本語にすると後光効果となります。
これは、認知的不協和によって生じるストレスを解消するための無意識上の働き。几帳面だけど大雑把なところもあるなど、1人の人間が持つ要素には矛盾するものも含まれているのですが、
どうも人はその矛盾によって生じる違和感に対してストレスを感じるようで、無意識的にストレスに対応するために、ある1つの特徴=その人であるというように認識を歪曲して違和感を解消しようとする、というものです。
例えば、高学歴=仕事ができる、字が上手=人格が優れている、身なりが汚い=信用できないなど、人は特定の情報によって、必ずしも一致するとは限らない事に対する評価も引っ張られます。そしてその傾向は日本人に特に顕著であるようです。
そしてそれらは基本的に思い込みの場合が多いのですが、一定の確率で当たって（という表現の時点で占いっぽいですが）しまうために、人はその情報に引っ張られて、大事なものが見えないことが多いようです。自分のテンプレートに当てはめたほうが楽ですしね。。
商品もビジネスも相対的なもの
少し話が逸れますが、ある商品やお店に興味を持ち、購入やサービスの利用を検討した時に、WEB上でその商品やお店の口コミ情報を検索する人は多いのではないでしょうか。そして、口コミを見てみると、ある人は素晴らしいと評価しているのに別の人は最低と言うなど、矛盾した意見が載っていることもよくある事。
その理由は、「良い悪いは相対的なもの」であり、人によって価値基準や必要とする条件が異なってくるからです。例えば家電製品に対して、ある人は話題性のある最新の機能を求めているし、ある人はシンプルで壊れにくく高い性能を求めています。何が正しいという事ではなく、その人の動機や環境によって物事に求める必要性や価値観が変わってくるという事です。
そしてそれは、ビジネスにおいても言える事。ビジネスを成功させるためには、物事を相対的な観点から見る必要が出てきます。ビジネスのHowtoや成功哲学について語られる書籍は読んでも読みきれないくらい、毎日のように発行され続けていますが、とりあえず手に取った本を読んでその通りにすれば成功する、という訳でもない事は世の中を見渡すまでもなく分かることでしょう。
もちろん、目から鱗の参考になる情報に出会う事もありますし、新しい視点を与えてくれる書籍は貴重な情報源ではあるのですが。
「なぜビジネス書は間違うのか ハロー効果という妄想/フィル・ローゼンツワイグ著」という本では、ビジネス書によくある、世界的に成功している企業や事業家の経営哲学や運営方法を盲目的に信じる事の危険性を説いています。これは僕も含めて多くの人が気を付けなくてはなりません。
ハロー効果によって、成功者や一流企業は全てにおいて優れているという認識を持ってしまいがちですが、全てにおいて優れているようなものが果たして存在するのかどうか疑問なもの。
例えば社員の離職率が低く満足度が高いというのも、マネジメント方法が優れているからではく、その時の業績が良い、社会的認知度が高いなどの理由による可能性があるのです。それにビジネスというのは、このやり方を取り入れれば成功する、この企業の考え方を適用すれば社内環境が向上する、といった単純なものでもありません。環境や流行など、そこには様々な要因が複雑に絡んでいます。
大切なのは、あなたやあなたの会社にとって最も適切な方法を見出して、着実に実行していく事。世に溢れる情報から、ハロー効果に惑わされず、自社が伸びる環境や情報を取捨選択してカスタマイズするのです。自社に最も適したマネジメント方法や経営手法は存在すると信じています。でもそれは、今自分の業界のトップを走っている企業のそれとは異なるもの可能性も多分にあるのです。こう言った部分でもハロー効果に惑わされずに自社に合う情報を選んでいけると良いですね。
今回はハロー効果の注意点について書きましたが、ハロー効果はビジネスやWEBマーケティングへの活用度が高いものでもあります。しかし企業評価を下げてしまうような事にならないためにも、誠実な売り方と質の高い商品提供を心掛けたいものです。
ハロー効果の、短所と長所の両方を認識して上手に使っていけるとベターなはず。そうすれば、きっとそのメリットを受け取っていくことが出来るでしょう。
4年間経営した会社を倒産後、再度起業したインターネット広告代理店（エックスラボ）を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。
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