Use of Camouflage (Halo Effect) in CSR Initiatives: A Case Study of ITC and DLF
Keywords:
CSR, halo effect, fallacy, Consumer behavior, psychologicalAbstract
The halo effect, a systematic rejoinder error, is frequently neglected when marketing constructs are calculated with multi-item scales which can distort the results obtained by consumer surveys leading to wrong calculations and false strategic decisions. This paper provides the conceptual framework of meaning and measurement and detection of halo effect and how well and marketers are attempting to comprehend it and utilize it to generate productive results in impacting the consumer behavior. For creating a positive halo effect, CSR initiatives have proven to be highly commendable. The paper is intended to understand the concept that whether Halo Effect is the psychological fallacy which represents the impact of one or few traits on the further judgment of the product/person/ company. This fallacy is evident in halo effect and CSR and how companies in India have used CSR halo with in misleading consumers by concealing some key issues in sustainability reports ,which otherwise would have played a negative role in their buying behavior ,with special reference to DLF and ITC.
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