{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/18650"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/18650","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Priming Bush (vs. Obama) increases favorable evaluations of American brands: An intersubjective value perspective","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).","abstract_html":"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).","abstract_has_math":false,"creators":["Kwan, Letty Y."],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.A.","degree_level":"Thesis","degree_discipline":"Psychology","degree_department":null,"school":null,"contributors":["Hong, Ying-Yi","Chiu, Chi-Yue"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011-01-21T22:53:11Z","date_published":"2011-01-21T22:53:11Z","updated_at":"2026-07-22T22:25:11Z","subjects":["Intersubjective values","evaluative judgment","American iconicity","American politics","brand perceptions"],"languages":["en"],"rights":["Copyright 2010 Letty Y. Kwan"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/18650","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Hong, Ying-Yi","Chiu, Chi-Yue"]},{"key":"dc:creator","label":"Author","values":["Kwan, Letty Y."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2011-01-21T22:53:11Z","2013-01-22T11:00:19Z","2010-12"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Psychology"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.A."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Intersubjective values","evaluative judgment","American iconicity","American politics","brand perceptions"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2010 Letty Y. 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