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.

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