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

Abstract

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.

The Model of Domestic Product Quality Syndrome

“…Patriotism is one of the important topics related to consumer behavior (Edmondson et al, 2020;Yoo & Lee, 2020). In the existing literature, some researchers have different perspectives on patriotism.…”

Consumer Response to Patriotic Ads for Domestic Versus Foreign Brands in Contexts of International Sporting Events: The Role of National Identity Activation and Group Emotion

“…This study contributes to extending previous findings by applying two important variables-contexts of activating NI that elicit specific group-based emotions and a corporate origin of the brand-that influence consumer response to a patriotic ad. Keywords patriotic advertising, national identity, international sporting events, group-based emotions, country of origin Advertisers and marketers have often utilized patriotic ads during the international mega-sporting events to maximize the effectiveness of promotional messages, hoping that it will encourage the rise of "citizen consumers" who spend on behalf of their country by purchasing domestic over foreign products (Tsai, 2010;Verlegh, 2007;Yoo & Lee, 2019). Although little is known about the mechanisms through which consumers respond to patriotic ads, several studies have evidenced the effect of the salience of consumers' national identity (NI) on consumer response (e.g., Bang et al, 2017;Yoo & Lee, 2016.…”

“…Advertisers and marketers have often utilized patriotic ads during the international mega-sporting events to maximize the effectiveness of promotional messages, hoping that it will encourage the rise of “citizen consumers” who spend on behalf of their country by purchasing domestic over foreign products (Tsai, 2010; Verlegh, 2007; Yoo & Lee, 2019). Although little is known about the mechanisms through which consumers respond to patriotic ads, several studies have evidenced the effect of the salience of consumers’ national identity (NI) on consumer response (e.g., Bang et al, 2017; Yoo & Lee, 2016, 2019).…”

“…Advertisers and marketers have often utilized patriotic ads during the international mega-sporting events to maximize the effectiveness of promotional messages, hoping that it will encourage the rise of “citizen consumers” who spend on behalf of their country by purchasing domestic over foreign products (Tsai, 2010; Verlegh, 2007; Yoo & Lee, 2019). Although little is known about the mechanisms through which consumers respond to patriotic ads, several studies have evidenced the effect of the salience of consumers’ national identity (NI) on consumer response (e.g., Bang et al, 2017; Yoo & Lee, 2016, 2019). These studies have shown that when NI is switched on by contextual cues, such as national events, it encourages people to be highly committed to supporting their own country’s economy and welfare (Druckman, 1994; Yoo & Lee 2016, 2019), which, in turn, leads to a favorable response to patriotic ads.…”

“…Although little is known about the mechanisms through which consumers respond to patriotic ads, several studies have evidenced the effect of the salience of consumers’ national identity (NI) on consumer response (e.g., Bang et al, 2017; Yoo & Lee, 2016, 2019). These studies have shown that when NI is switched on by contextual cues, such as national events, it encourages people to be highly committed to supporting their own country’s economy and welfare (Druckman, 1994; Yoo & Lee 2016, 2019), which, in turn, leads to a favorable response to patriotic ads.…”