Publication Type
Journal Article
Version
acceptedVersion
Publication Date
6-2014
Abstract
Past research has shown that exposure to cultural symbols can influence personal preferences. The present research extends this finding by showing that cultural symbols acquire their cultural significance in part through their associations with intersubjectively important values—values that are perceived to be prevalent in the culture. In addition, cultural symbols can influence personal preferences through the activation of perceived normative preferences. In Study 1, perceived liking of Bush among Americans was linked to the perceived popularity of intersubjectively important values in the USA. In Study 2, both priming Bush and personal endorsement of intersubjectively important values increased Americans' liking of iconic brands (brands that symbolize American culture). Furthermore, perceived normative preferences for iconic brands fully mediated this effect.
Keywords
Cultural influence, American presidents, Intersubjective culture, Brand evaluation, Cultural fit
Discipline
Multicultural Psychology | Social Psychology
Research Areas
Psychology
Publication
Social Influence
Volume
9
Issue
3
First Page
206
Last Page
223
ISSN
1553-4510
Identifier
10.1080/15534510.2013.811441
Publisher
Taylor and Francis
Citation
KWAN, Letty Y. Y., CHIU, Chi-Yue, & LEUNG, Angela K. Y..(2014). Priming Bush (vs. Obama) Increases Liking of American Brands: The Role of Intersubjectively Important Values. Social Influence, 9(3), 206-223.
Available at: https://ink.library.smu.edu.sg/soss_research/1422
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1080/15534510.2013.811441