Take Survey
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  |  General, Research

Stereotypes and NFPs


Monday, 22nd February 2010 at 10:35 am
Staff Reporter
New research shows 'Stereotypes' are Driving Consumer Attitudes to Not for Profit Organisations

Monday, 22nd February 2010
at 10:35 am
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Stereotypes and NFPs
Monday, 22nd February 2010 at 10:35 am

Consumers perceive Not for Profit organizations as being “warm,” but not particularly competent, according to a new study in the US Journal of Consumer Research.

The research authors say that across three experiments, they found that consumers hold stereotypes, or blanket impressions about Not for Profit and for-profit organisations and that these stereotypes predict crucial marketplace behaviours, such as the likelihood of visiting of a website and willingness to buy a product from the organisation.

The authors, Jennifer Aaker (Stanford University), Kathleen D. Vohs (University of Minnesota), and Cassie Mogilner (University of Pennsylvania) found that people generally view for-profit companies as being competent, but also as being devoid of warmth, which does not lead people to admire them.

In contrast, they found that consumers perceive Not for 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 Not for Profits.

The research says NFPs can boost public perception by understanding and using tools that most effectively convey competence.

For example, the authors say Not for Profits can utilize sub-branding, endorsements, and sponsored events to avoid the general perception that they are in some way incompetent.

They say the results demonstrate a major difference from findings regarding the warmth and competence perceptions of people.

For more information go to: http://journals.uchicago.edu/jcr
 




Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Simulation of Welfare System Reveals Raising Newstart Would Reduce Poverty Gap

Maggie Coggan

Thursday, 13th December 2018 at 8:47 am

What Impact Will Your Gift Have This Christmas?

Maggie Coggan

Thursday, 13th December 2018 at 8:32 am

What’s Your Fundraising New Year’s Resolution?

Contributor

Thursday, 13th December 2018 at 7:45 am

Philanthropic Scholarship to Boost Indigenous University Students

Maggie Coggan

Tuesday, 11th December 2018 at 5:48 pm

POPULAR

NDIS Service Providers Cautious Over Complex Needs Pricing Shake-Up

Maggie Coggan

Monday, 10th December 2018 at 5:11 pm

Australians With Disability Twice as Likely to be Evicted Without Cause

Luke Michael

Wednesday, 5th December 2018 at 5:29 pm

Tech-for-good Companies Merge to Extend Impact

Maggie Coggan

Thursday, 29th November 2018 at 8:34 am

Putting Disability and Leadership in the Same Sentence

Maggie Coggan

Monday, 3rd December 2018 at 8:56 am

Take Survey
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!