Effects of national identity salience on responses to ads

Sergio W. Carvalho and David Luna

Journal of Business Research, 2014, vol. 67, issue 5, 1026-1034

Abstract: This paper investigates the effect of national identity salience on responses to ads in two contexts: national identity activated through media context, and national identity activated through advertising appeals. The results remain consistent with the idea that heightening national identity leads individuals to react more positively to representations of that identity. The salience manipulations serve to influence respondents' evaluations of ads and purchase intentions. Respondents present more favorable evaluations of ads and intentions to purchase the advertised products when the ads explicitly pair the advertised product with national identity symbols or rhetoric, as compared to when no such explicit pairing occurs. Further, the activation of individuals' national identity through media context affects the response to embedded ads, even when those ads do not explicitly pair the product with national symbols or rhetoric.

Keywords: National identity; Identity salience; Media context; Advertising appeals (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:5:p:1026-1034

DOI: 10.1016/j.jbusres.2013.08.009

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