Priming Bush (vs. Obama) increases favorable evaluations of American brands: An intersubjective value perspective
Kwan, Letty Y.
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https://hdl.handle.net/2142/18650
Description
Title
Priming Bush (vs. Obama) increases favorable evaluations of American brands: An intersubjective value perspective
Author(s)
Kwan, Letty Y.
Issue Date
2011-01-21T22:53:11Z
Director of Research (if dissertation) or Advisor (if thesis)
Hong, Ying-Yi
Chiu, Chi-Yue
Department of Study
Psychology
Discipline
Psychology
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.A.
Degree Level
Thesis
Keyword(s)
Intersubjective values
evaluative judgment
American iconicity
American politics
brand perceptions
Abstract
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).
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