Priming Bush (vs. Obama) increases favorable evaluations of American brands: An intersubjective value perspective

Intersubjective values;evaluative judgment;American iconicity;American politics;brand perceptions

Kwan, Letty Y. ; Hong ; Ying-Yi ; Chiu ; Chi-Yue

关键词: Intersubjective values;    evaluative judgment;    American iconicity;    American politics;    brand perceptions;   

Others  :  https://www.ideals.illinois.edu/bitstream/handle/2142/18650/Kwan_Letty.pdf?sequence=1&isAllowed=y

美国|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

Although the effects of iconic culture priming are well documented, it is unclear how it works. The intersubjective approach posits that a cultural icon activates intersubjective values (values that are perceived to be widely shared among others) and elevates evaluations of attitude objects that stand for these values. Results from two studies reveal that Americans believe that George Bush and iconic American businesses embody the same intersubjective values (Study 1). Moreover, priming Bush increases Americans’ evaluations of iconic American businesses and priming Obama decreases it, despite the fact that Americans generally like Obama more and do not endorse the values Bush and American businesses represent (Study 2).