Non-Profits Are Seen As Warm and For-Profits As Competent: Firm Stereotypes Matter

Jennifer Aaker, Stanford University, USA
Kathleen Vohs, University of Minnesota, USA
Cassie Mogilner, University of Pennsylvania, USA
Consumers use warmth and competence, two fundamental dimensions that govern interpersonal judgments, to form perceptions of firms. While non-profits are perceived as being warmer than for-profits, they are seen as less competent. Though consumers may be less willing to buy from non-profits, subtle credibility cues can eliminate this discrepancy.
[ to cite ]:
Jennifer Aaker, Kathleen Vohs, and Cassie Mogilner (2011) ,"Non-Profits Are Seen As Warm and For-Profits As Competent: Firm Stereotypes Matter", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.