Ownership status, symbolic traits, and housing association attractiveness: evidence from the German residential market

This study investigates whether the non-profit and for-profit status of housing associations implies a symbolic meaning and represents an informational cue that potential renters may value. Referring to the stereotype content model, we examine the relationship between renters' perceptions of the stereotypical dimensions of 'competence' and 'warmth' of management-related images and, subsequently, rental housing attractiveness. Using a between-subject-experimental design (for-profit vs. non-profit housing associations) in a German rental market context, a sample of 200 respondents was placed in a hypothetical rental offering situation and asked to evaluate the rental provider with respect to stereotypical perceptions. The study results show that the extent to which the management of a housing association is perceived to behave unselfishly and consistently with moral codes (warmth) and is able to bring about one's intent (competence) are positively related to rental housing attractiveness. The results imply that symbolic trait inferences have incremental value beyond the instrumental attributes of a rental offering, such as rental price or housing comfort, in the explanation of rental housing attractiveness. For a citizen-oriented rental housing policy, the study suggests that policy-makers should make reflections on the limitations of privatisation measures and should promote the capacity of public and non-profit rental offers and housing associations.