of information is being presented. For political purposes, framing often presents facts in such a way that implicates a problem that is in need of a solution. Members of political parties attempt to frame issues in a way that makes a solution favoring their own political leaning appear as the most appropriate course of action for the situation at hand. As understood in social theory, framing is a schema of interpretation, a collection of anecdotes and stereotypes, that individuals rely on to understand and respond to events. People use filters to make sense of the world, the choices they then make are influenced by their creation of a frame. Cultural bias is the related phenomenon of interpreting and judging phenomena by standards inherent to one's own culture. Numerous such biases exist, concerning cultural norms for color, location of body parts, mate selection, concepts of justice, linguistic and logical validity, acceptability of evidence, and taboos. Ordinary people may tend to imagine other people as basically the same, not significantly more or less valuable, probably attached emotionally to different groups and different land. Halo effect and horn effect The halo effect and the horn effect are when an observer's overall impression of a person, organization, brand, or product influences their feelings about specifics of that entity's character or properties. The name halo effect is based on the concept of the saint's halo, and is a specific type of confirmation bias, wherein positive sentiments in one area cause questionable or unknown characteristics to be seen positively. If the observer likes one aspect of something, they will have a positive predisposition toward everything about it. A person's appearance has been found to produce a halo effect. The halo effect is also present in the field of brand marketing, affecting perception of companies and non-governmental organizations (NGOs). The opposite of the halo is the horn effect, when "individuals believe (that negative) traits are inter-connected." The term horn effect refers to Devil's horns. It works in a negative direction: if the observer dislikes one aspect of something, they will have a negative predisposition towards other aspects. Both of these bias effects often clash with phrases such as "words mean something" and "Your words have a history." Self-serving bias Self-serving bias is the tendency for cognitive or perceptual processes to be distorted by the individual's need to maintain and enhance self-esteem. It is the propensity to credit