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

Consumers frequently assign stereotypical views to nonprofits, categorizing them as warm, generous and caring organizations, but assuming their business abilities will be less competent than their for-profit peers'. In contrast, for-profit companies are seen as more competent from a balance sheet perspective, but are not necessarily socially aware. Jennifer Aaker presented at the "Small Steps, Big Leaps: The Science of Getting People to Do the Right Thing" research briefing at the Stanford Graduate School of Business, co-sponsored by the Center for Social Innovation.

Category:

Education

Tags:

• Behavioral Psychology
• Organizations
• Social Innovation & Nonprofit
• educational
• economy

[fthis1234567]

god damn, i wish all bosses/entrepreneurs look like this...but then again its a good thing they don't i mean it would be hard to do your job.

[dunemoonbeam]

woooooooooooooow