National Identity Activation in Discrete Contexts and Consumer Response to Patriotic Ads in South Korea

Abstract

This study aims to explore how discrete contexts of activating national identity influence Korean consumers’ responses to patriotism-themed ads. Specifically, this study proposes that (1) national identity activation will influence Korean consumers in responding to patriotism-themed ads; and (2) positive versus negative context of activating national identity would have different impacts on consumer responses to patriotism-themed ads. Findings from this study suggest that while both positive and negative context of activating national identity improve consumer evaluation of ads with a patriotic theme, such an effect was significantly stronger in the positive context.