Responsible Marketing for Well-Being and Society: a Research Companion

The authors examine how consumers respond to what (little) they know about company social and environmental commitments, and in particular what inferences they make from knowing about one CSR initiative to other possible company CSR initiatives. Building on prior research suggesting a halo effect where consumers draw inferences about product attributes, the authors show a halo effect where information about company CSR initiatives in one domain gives rise to inferences about company CSR initiatives more generally. Two studies provide support for a halo effect within-domain (e.g., environment) and across-domains (e.g., environmental action influences perceptions of employee-related CSR), wherein companies known to engage in specific CSR practices get credited with doing other CSR practices (likelihood halo) and doing a better job of them (performance halo). Beyond conceptualizing and testing for the existence of the CSR halo in relation to company CSR programs, the authors explore its scope and resilience. The authors conclude with implications for CSR communications strategy and program development, as well as for public policy and future research, including how to prevent a possible “dark side” to company reputation management.