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Jennifer Aaker - Non-Profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter
  • 22/11/2010
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Jennifer Aaker - Non-Profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter

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Descripción de Jennifer Aaker - Non-Profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter

How do you view a nonprofit? A for-profit? A dot-org? Or a dot-com? Judgments of warmth and competence drive consumer behaviors such as the likeliness to visit a website or willingness to buy a product from an organization. Understanding consumer stereotypes plays a significant role in how nonprofits and corporations do business. In this Stanford Center for Social Innovation sponsored audio lecture, marketing professor Jennifer Aaker examines the implications stereotypes have on firms.

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marketing nonprofit psychology corporateCitizenship philanthropy social innovation university podcast nonprofit management prosocial altruism civil society social psychology human behavior social innovation podcast

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