The “halo effect”, a particular case of affect heuristic, is the reason why good-looking individuals are more likely to be considered intelligent, moral, and have generally good qualities. On the flip side, the horn effect causes people to believe that negative traits are connected to each other. The chad vs. virgin meme evolution is taken as an example of the halo effect/horn effect.

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This video is partly based on a blog post published in 2007 on LessWrong by Eliezer Yudkowsky: https://www.lesswrong.com/posts/ACGea...

Studies cited:

1. Efran, M. G., & Patterson, E. W. J. (1976). The politics of appearance. Unpublished manuscript, University of Toronto.

2. Stewart, J. E. II. (1980). Defendant's attractiveness as a factor in the outcome of trials. Journal of Applied Social Psychology, 10, 348-361.