Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5109483 | Journal of Business Research | 2017 | 13 Pages |
Abstract
This study examined how the activation of national identity (NI) in diverse contexts influenced how consumers subsequently evaluated ads featuring patriotic appeals. Specifically, this study proposed that the activation of NI through different priming contexts would influence the comparative persuasiveness of patriotic ad messages framed by two different regulatory foci. Findings from this study suggest that (a) when a negative NI prime (Study 1) aroused fear (vs. sadness), consumers responded more favorably to patriotic ads with a prevention-focused (vs. promotion-focused) patriotic appeal and that (b) when a positive NI prime (Study 2) aroused happiness or relief, consumers showed more favorable attitude toward the promotion-focused (vs. prevention-focused) patriotic appeal. Theoretical and practical implications are discussed.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Hyejin Bang, Jinnie Jinyoung Yoo, Dongwon Choi,