Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter

Journal Article Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter Get access Jennifer Aaker, Jennifer Aaker Search for other works by this author on: Oxford Academic PubMed Google Scholar Kathleen D. Vohs, Kathleen D. Vohs Search for other works by this author on: Oxford Academic PubMed Google Scholar Cassie Mogilner Cassie Mogilner Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 37, Issue 2, August 2010, Pages 224–237, https://doi.org/10.1086/651566 Published: 24 February 2010