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

Research
Written By Travis Tatman

Aaker, Jennifer L., Kathleen D. Vohs, and Cassie Mogilner (2010), “Non-Profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter,” Journal of Consumer Research

Travis Tatman
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