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Title:Priming Bush (vs. Obama) increases favorable evaluations of American brands: An intersubjective value perspective
Author(s):Kwan, Letty Y.
Advisor(s):Hong, Ying-Yi; Chiu, Chi-Yue
Department / Program:Psychology
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(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).
Issue Date:2011-01-21
Rights Information:Copyright 2010 Letty Y. Kwan
Date Available in IDEALS:2011-01-21
Date Deposited:2010-12

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