Aaker, Jennifer; Vohs, Kathleen D.; Mogilner, Cassie - In: Journal of Consumer Research 37 (2010) 2, pp. 224-237
Consumers use warmth and competence, two fundamental dimensions that govern social judgments of people, to form perceptions of firms. Three experiments showed that consumers perceive nonprofits as being warmer than for-profits but as less competent. Further, consumers are less willing to buy a...