Calling It Out: The Impact of National Identity on Consumer Response to Ads With a Patriotic Theme
研究考察了种族少数群体如何在种族与国家认同间协商，以及激活国家认同如何影响他们对爱国主题广告的评价，发现亚裔美国人比白人美国人受激活效应更大。
This study examined how ethnic minorities negotiate between ethnic and national identities and respond to ads that intend to appeal to consumers through patriotism. Specifically, this study proposed that activating ethnic minorities' national identity through a prime would affect their evaluation of ads with a patriotic theme. Further, this effect among ethnic minorities would be different from that among the majority. Findings from this study suggest that (1) Caucasian Americans (the majority group) responded more favorably to ads with a patriotic theme than did Asian Americans (ethnic minorities); (2) both Caucasian and Asian Americans became more positive in their ad evaluations when their American national identity was made momentarily salient through a national identity prime; and (3) the effect of national identity activation on evaluation of ads was greater among Asian Americans than among Caucasian Americans.