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

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).

Name thesis:degree_name

M.A.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Psychology

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2011

Author dc:creator

• Kwan, Letty Y.

Contributors dc:contributor

• Hong, Ying-Yi
• Chiu, Chi-Yue

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

Statement dc:rights

• Copyright 2010 Letty Y. Kwan

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/18650

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/18650