Halo Effect

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Be it a partnership deal with a respected company or an investment into social responsibility, brand perceptions will bleed into unconnected areas.

Smith, Read & López-Rodríguez (2010). Consumer perceptions of corporate social responsibility: The CSR halo effect.

The study

Setup

165 people were told of a printer maker and split into four 'halo' groups (environment, community, customers or employees) and a control. Each group were then told of its extra efforts in these areas and then quizzed about its Corporate Social Responsibility in general.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

People assumed the halo groups to be more socially-responsible in unrelated areas, despite no evidence!

np_read_2490885_000000

Smith, Read & López-Rodríguez (2010). Consumer perceptions of corporate social responsibility: The CSR halo effect.

Key Takeaways

Invest in reputation. 

Since we take shortcuts when judging brand character, first impressions matter. Where in society, the environment, with customers or with employees can you foster initiatives that will trigger the Halo Effect?

Spend wisely

i.e. investing in employee and community relations has been found to more persuasively impact the judgements of corruption prosecutors than promoting diversity or being environmentally friendly (Hong & Liskovich, 2015).

Consider co-branding.

Evaluations of new products are heightened by the presence of at least one high-equity brand (Besharat, 2010). Instead of launching a sub-brand, consider partnering with other brands that complement your values or already make CSR efforts that you aspire to.

Halo Effect

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Be it a partnership deal with a respected company or an investment into social responsibility, brand perceptions will bleed into unconnected areas.

Smith, Read & López-Rodríguez (2010). Consumer perceptions of corporate social responsibility: The CSR halo effect.

The study

Setup

165 people were told of a printer maker and split into four 'halo' groups (environment, community, customers or employees) and a control. Each group were then told of its extra efforts in these areas and then quizzed about its Corporate Social Responsibility in general.

Results

People assumed the halo groups to be more socially-responsible in unrelated areas, despite no evidence!

Key Takeaways

Invest in reputation. 

Since we take shortcuts when judging brand character, first impressions matter. Where in society, the environment, with customers or with employees can you foster initiatives that will trigger the Halo Effect?

Spend wisely

i.e. investing in employee and community relations has been found to more persuasively impact the judgements of corruption prosecutors than promoting diversity or being environmentally friendly (Hong & Liskovich, 2015).

Consider co-branding.

Evaluations of new products are heightened by the presence of at least one high-equity brand (Besharat, 2010). Instead of launching a sub-brand, consider partnering with other brands that complement your values or already make CSR efforts that you aspire to.

Halo Effect

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Be it a partnership deal with a respected company or an investment into social responsibility, brand perceptions will bleed into unconnected areas.

The study

Setup

165 people were told of a printer maker and split into four 'halo' groups (environment, community, customers or employees) and a control. Each group were then told of its extra efforts in these areas and then quizzed about its Corporate Social Responsibility in general.

Results

People assumed the halo groups to be more socially-responsible in unrelated areas, despite no evidence!

np_read_2490885_000000

In detail

Pairings

Currently being prepared...

Related "Wilds"

Currently being sourced...

Connected to

Running workshops?

Halo Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box Two