Post hoc ergo propter hoc: methodological limits of performance‐oriented studies in CSR

This paper enquires into the possibility of establishing a causal link between social performance ( SP ) and financial performance ( FP ) in corporate social responsibility ( CSR ). It shows that this endeavour is limited by several biasing factors (such as time horizons, sample choices and the tools chosen to measure SP and FP ) and faces the logical fallacy post hoc ergo propter hoc (after this, therefore because of this), which indicates that a sequence of events does not necessarily establish a causal link. The paper contributes to the methodological literature in CSR currently focused on empirical tests aiming to discern the linkages between SP and FP , both by emphasising the interest in interpreting and justifying SP and by suggesting a redirection of empirical efforts towards the understanding of entrepreneurial preference for a specific type of SP .