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The design of physical environments can reinforce or help change opinions about the organizations that control particular places. Research by Aaker and her colleagues has shown that nonprofit organizations are perceived by the general population as warmer than for-profits while for-profits are seen as more competent than non-profits. Organizations creating offices and other public spaces with which they will be associated may choose to reinforce or attempt to change these stereotypes with design elements.
Jennifer Aaker, Kathleen Vohs, and Cassie Mogilner. “Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter.” Journal of Consumer Research, in press.
