Stanford Social Innovation Review Podcast

How can you boost credibility to nonprofits, who may appear to be warm, but needy?  Or how do you promote warmth and admirability to for-profits, who may appear to be competent, but greedy?  Marketing professor Jennifer Aaker shows how stereotypes can be reframed to influence consumer behavior - nonprofits see greater fundraising success when they highlight the effectiveness of their work rather than their need, while for-profits aligned to a social mission convey a greater sense of social consciousness than their competitors. Aaker spoke at Small Steps, Big Leaps, a special research briefing she convened with Professors Francis Flynn and their colleagues in the field of prosocial behavior. They presented practical, and cost-effective solutions for encouraging donations, volunteerism, social activism, and other responsible, caring prosocial behaviors. Jennifer Aaker, social psychologist and marketer, is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her resea