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

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.


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.


Jennifer Aaker, Stanford University, USA
Kathleen Vohs, University of Minnesota, USA
Cassie Mogilner, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 38 | 2011

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