Citation

The Effects of the Valence of National Events on Persuasion in Patriotic Message : Regarding the Goal Framing

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Abstract:

This study aims to examine if the activation of national identity through different contextual cues interplays with regulatory-focus message framing on consumers’ reaction to patriotic advertising. Specifically, this study explores the effective forms of patriotic ad message (promotion-focused vs. prevention-focused) depending on different valence of national identity priming contexts (positive vs. negative). Findings from an experiment suggest that the interaction between the valence of national identity priming and regulatory framing. Specifically, it appears that promotion-focused message yielded favorable Aad, Ab and PI when the valence of contexts that activate national identity is positive. On the other hand, the prevention-focused message elicited more favorable Ab if the valence of contexts that prime national identity is negative.
Implications and suggestions for future research are provided.

Most Common Document Word Stems:

nation (93), focus (77), patriot (73), group (70), ident (61), messag (59), social (59), advertis (52), regulatori (47), peopl (46), ad (42), 1 (39), promot (39), prevent (39), posit (38), emot (37), prime (37), negat (35), effect (35), frame (32), m (30),
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Association:
Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p745345_index.html
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MLA Citation:

Bang, Hye Jin., Choi, Dongwon. and Yoo, Jinnie Jinyoung. "The Effects of the Valence of National Events on Persuasion in Patriotic Message : Regarding the Goal Framing" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p745345_index.html>

APA Citation:

Bang, H. , Choi, D. and Yoo, J. , 2014-08-06 "The Effects of the Valence of National Events on Persuasion in Patriotic Message : Regarding the Goal Framing" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p745345_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study aims to examine if the activation of national identity through different contextual cues interplays with regulatory-focus message framing on consumers’ reaction to patriotic advertising. Specifically, this study explores the effective forms of patriotic ad message (promotion-focused vs. prevention-focused) depending on different valence of national identity priming contexts (positive vs. negative). Findings from an experiment suggest that the interaction between the valence of national identity priming and regulatory framing. Specifically, it appears that promotion-focused message yielded favorable Aad, Ab and PI when the valence of contexts that activate national identity is positive. On the other hand, the prevention-focused message elicited more favorable Ab if the valence of contexts that prime national identity is negative.
Implications and suggestions for future research are provided.


Similar Titles:
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Identifying with the Receiving Nation: Multiple Identities and Perceptions of Social Justice amongst Young People from Minority groups in Europe

The Influence of Viewers’ Perceived Risk, Regulatory Focus, Behavior Inhibition/Activation System on the Persuasiveness of Framed HIV Test Promotion Messages


 
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