Does patriotism work in persuasion across countries? Consumer response to ads with a patriotic theme in South Korea and the U.S

Bibliographic Data

ID12899016
AuthorsJinyoung Jinnie Yoo (0000-0002-3086-7858, Gachon University, corresponding author), Wei‐Na Lee (0000-0002-2471-0547, The University of Texas at Austin)
Year2019
Volume82
Issue2
Pages164-188
Publication date2019-01-07
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternational Communication Gazette (JOURNAL)
Journal identifiersISSN: 1748-0485 • E-ISSN: 1748-0493
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/1748048518821838
OpenAlexW2910034476
LanguageEN
Citations received3
References cited68

This study aims to explore how consumers' chronic and momentarily activated national identity affect their responses to patriotism-themed ads across countries. Specifically, this study examines (1) how consumer response to patriotism-themed ads varies across cultures in terms of chronic level of national identification; (2) how the activation of national identity influences consumer response to patriotism-themed ads and how this influence varies across cultures. Findings from this study suggest that consumers' cultural orientations influenced their responses to patriotism-themed ads. And, this influence was mediated by the chronic level of national identification. Specifically, Koreans (collectivistic) were likely to respond to patriotism-themed ads more favorably than were Americans (individualistic) due to their higher level of national identification. Results from this study further showed that, when national identity was made salient through an identity prime, consumers' evaluation of the patriotism-themed ads were increased significantly, regardless of their cultural backgrounds. However, such an effect of national identity activation was found to be significantly stronger among Koreans than among Americans

Advertising · Aesthetics · Affect (linguistics · Art · Business · Collectivism · Identification (biology · Identity (music · Individualism · National identity · Patriotism · Political science · Preference · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Law · Psychology · Social and Intergroup Psychology · Social Psychology

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