Featured Research

from universities, journals, and other organizations

Do stereotypes drive consumer purchases from for-profit or nonprofit organizations?

Date:
February 17, 2010
Source:
University of Chicago Press Journals
Summary:
Consumers perceive nonprofit organizations as being "warm," but not particularly competent, according to a new study.

Consumers perceive non-profit organizations as being "warm," but not particularly competent, according to a new study in the Journal of Consumer Research.

Related Articles


"Across three experiments, we found that consumers hold stereotypes, or shorthand, blanket impressions about non-profit and for-profit organizations and that these stereotypes predict crucial marketplace behaviors, such as the likelihood of visiting of a website and willingness to buy a product from the organization," write authors Jennifer Aaker (Stanford University), Kathleen D. Vohs (University of Minnesota), and Cassie Mogilner (University of Pennsylvania).

The authors found that people generally view for-profit companies are being competent, but also as being devoid of warmth, which does not lead people to admire them.

In contrast, they found that consumers perceive non-profits as being warmer than for-profits, but they also believe they are less competent than for-profits. Therefore, if consumer stereotypes are not interrupted, people are more likely to buy products from for-profits than non-profits.

Non-profits can boost public perception by understanding and using tools that most effectively convey competence, the authors write. For example, non-profits can utilize sub-branding, endorsements, and sponsored events to avoid the general perception that they are in some way incompetent.

"Our results demonstrate a major difference from findings regarding the warmth and competence perceptions of people," the authors write. "It is well-established that perceptions of people are better predicted by perceptions of warmth than by perceptions of competence. However, in our studies of firms, perceived competence predicted global endpoints (such as willingness to buy) better than perceived warmth. In this regard, our work represents an intriguing departure from work on perceptions of humans."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Jennifer Aaker, Kathleen D. Vohs, and Cassie Mogilner. Non-Profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter. Journal of Consumer Research, August 2010

Cite This Page:

University of Chicago Press Journals. "Do stereotypes drive consumer purchases from for-profit or nonprofit organizations?." ScienceDaily. ScienceDaily, 17 February 2010. <www.sciencedaily.com/releases/2010/02/100217114632.htm>.
University of Chicago Press Journals. (2010, February 17). Do stereotypes drive consumer purchases from for-profit or nonprofit organizations?. ScienceDaily. Retrieved March 27, 2015 from www.sciencedaily.com/releases/2010/02/100217114632.htm
University of Chicago Press Journals. "Do stereotypes drive consumer purchases from for-profit or nonprofit organizations?." ScienceDaily. www.sciencedaily.com/releases/2010/02/100217114632.htm (accessed March 27, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, March 27, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

AAA: Distracted Driving a Serious Teen Problem

AAA: Distracted Driving a Serious Teen Problem

AP (Mar. 25, 2015) While distracted driving is not a new problem for teens, new research from the AAA Foundation for Traffic Safety says it&apos;s much more serious than previously thought. (March 25) Video provided by AP
Powered by NewsLook.com
Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Reuters - Innovations Video Online (Mar. 25, 2015) European researchers say our smartphone use offers scientists an ideal testing ground for human brain plasticity. Dr Ako Ghosh&apos;s team discovered that the brains and thumbs of smartphone users interact differently from those who use old-fashioned handsets. Jim Drury went to meet him. Video provided by Reuters
Powered by NewsLook.com
Many Don't Know They Have Alzheimer's, But Their Doctors Do

Many Don't Know They Have Alzheimer's, But Their Doctors Do

Newsy (Mar. 24, 2015) According to a new study by the Alzheimer&apos;s Association, more than half of those who have the degenerative brain disease aren&apos;t told by their doctors. Video provided by Newsy
Powered by NewsLook.com
A Quick 45-Minute Nap Can Improve Your Memory

A Quick 45-Minute Nap Can Improve Your Memory

Newsy (Mar. 23, 2015) Researchers found those who napped for 45 minutes to an hour before being tested on information recalled it five times better than those who didn&apos;t. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins