‘Warm’ or ‘Competent’? What Happens When Consumers Stereotype Nonprofit and For-profit Firms (Knowledge at Wharton)
Nonprofits are presumed generous, kind and honest, and for-profits competent, capable and skillful. Such are the findings of new research about how consumers pigeonhole both types of organizations. Fair or not, these stereotypes are powerful enough that they can affect not only general product and brand perceptions, but also consumers’ willingness to make a purchase, according to Wharton …
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