NDIS Criterion
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
 



FEATURED SUPPLIERS


...


Yes we’re lawyers, but we do a lot more....

Moores

NGO Recruitment is Australia’s not-for-profit sector recru...

NGO Recruitment

HLB Mann Judd is a specialist Accounting and Advisory firm t...

HLB Mann Judd

More Suppliers

Get more stories like this

FREE SOCIAL
SECTOR NEWS

YOU MAY ALSO LIKE

Increasing Wages Would Make The Australian Economy Safer

Stephen Kinsella

Friday, 17th November 2017 at 4:57 pm

Gender Pay Gap Sees Women Earning $26,000 Less a Year

Luke Michael

Friday, 17th November 2017 at 4:06 pm

Royal Commission Demands Action in Wake of Shocking and Systemic Failures

Wendy Williams

Friday, 17th November 2017 at 3:58 pm

Choosing the Right Job Title Vital for NFP Recruitment

Luke Michael

Thursday, 16th November 2017 at 5:04 pm

POPULAR

Disability Advocacy Group Fights to Restore State Funding

Luke Michael

Thursday, 9th November 2017 at 8:37 am

Red Cross Moves to Wage-Based Fundraising Model

Lina Caneva

Thursday, 16th November 2017 at 8:30 am

New Same-Sex Marriage Bill Looks to Protect Faith-Based Charities

Luke Michael

Monday, 13th November 2017 at 5:25 pm

Donors Looking for a Personalised Experience to Give More – Study

Lina Caneva

Wednesday, 8th November 2017 at 1:43 pm

Write a Reply or Comment

Your email address will not be published.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


NDIS Criterion
pba inverse logo
Subscribe Twitter Facebook

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

You have Successfully Subscribed!