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

Aaker, Jennifer ; Vohs, Kathleen D. ; Mogilner, Cassie John Deighton served as editor and Rebecca Ratner served as associate editor for this article

The Journal of consumer research, 2010-08, Vol.37 (2), p.224-237 [Periódico revisado por pares]

Oxford: The University of Chicago Press

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