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Nonprofit Newswire | Stereotypes affect purchases from nonprofit organizations?

James David Morgan
February 18, 2010
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Subscribe via E-Mail Get the newswire delivered to you – free! {source} [[form name=”ccoptin” action=”http://visitor.constantcontact.com/d.jsp” target=”_blank” method=”post”]] [[input type=”text” name=”ea” size=”20″ value=”” style=”font-family:Verdana,Geneva,Arial,Helvetica,sans-serif; font-size:10px; border:1px solid #999999;”]] [[input type=”submit” name=”go” value=”GO” class=”submit” style=”font-family:Verdana,Arial,Helvetica,sans-serif; font-size:10px;”]] [[input type=”hidden” name=”m” value=”1101451017273″]] [[input type=”hidden” name=”p” value=”oi”]] [[/form]] {/source} Subscribe via RSS Subscribe via RSS Submit a News Item Submit a News Item

February 17; Physorg.com | University of Chicago researchers have released a study that might give nonprofits a reason to focus more on how they’re seen by the public. The authors of the study suggest that consumers rely on stereotyped perceptions of for-profits and nonprofits, wherein the latter are seen as “warmer” but “less competent.” Nonprofits that used sub-branding, endorsements, and sponsored events as strategies to boost their public image were more successful in this study, where success was designated in terms of “crucial marketplace behaviors, such as the likelihood of visiting a website and willingness to buy a product from the organization.”—James David Morgan

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