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The carryover effect of national identity activation on consumers' evaluations of ads with patriotic appeals

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  • Bang, Hyejin
  • Yoo, Jinnie Jinyoung
  • Choi, Dongwon

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.

Suggested Citation

  • Bang, Hyejin & Yoo, Jinnie Jinyoung & Choi, Dongwon, 2017. "The carryover effect of national identity activation on consumers' evaluations of ads with patriotic appeals," Journal of Business Research, Elsevier, vol. 79(C), pages 66-78.
    • Handle: RePEc:eee:jbrese:v:79:y:2017:i:c:p:66-78
    DOI: 10.1016/j.jbusres.2017.05.013
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    References listed on IDEAS

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    1. Poels, Karolien & Dewitte, Siegfried, 2008. "Hope and self-regulatory goals applied to an advertising context: Promoting prevention stimulates goal-directed behavior," Journal of Business Research, Elsevier, vol. 61(10), pages 1030-1040, October.
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    2. Lee, Seungae & Pounders, Kathrynn R., 2019. "Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing," Journal of Business Research, Elsevier, vol. 94(C), pages 99-112.
    3. Haiyang Lu & Keya Zeng & Zhonggen Mao, 2023. "Perceptions of corporate social responsibilities and stakeholder engagement in the context of a disaster: A moderated mediation analysis from the perspective of consumer responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 2873-2884, November.
    4. Baek, Tae Hyun & Yoon, Sukki, 2022. "Pride and gratitude: Egoistic versus altruistic appeals in social media advertising," Journal of Business Research, Elsevier, vol. 142(C), pages 499-511.

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