Abstract
The effect of contextual information about the national ingroup on explicit and implicit attitudes towards a novel brand was studied on a sample of university students from the Lima Metropolitana area (n = 59). The results show that the negative information about the ingroup exerts more influence on explicit attitudes towards a novel brand than the positive information. This effect is understood as a habituation of Peruvians towards the positive contextual information about their group, and an ingroup bias that acts when their national identity is threatened by the negative input. This bias guides them towards explicitly favoring a product they consider related to their social identity. On the other hand, the lack of visible results on the implicit attitudes is explained by the order effect of the Implicit Attitudes Test (IAT). These findings are relevant for advertising and marketing industries in Peru, which constantly develop campaigns that extol Peru and the Peruvian identity.
Highlights
The effect of contextual information about the national ingroup on explicit and implicit attitudes towards a novel brand was studied on a sample of university students from the Lima Metropolitan area (n = 59)
The results showed that the US had an effect on attitudes towards the novel brand, on both explicit and implicit attitudes, and on a congruent brand choice
The Implicit Attitudes Test (IAT) effect was obtained by subtracting the transformed scores of the congruent condition from the incongruent one, and the Explicit effect was constructed by subtracting the score of attractiveness of the brand related to the negative information from the one related to the positive information
Summary
Participants rated each one of the texts, both positively and negatively, on a scale from 1 to 5, where 1 means «Not proud at all» and 5 means «Very proud». This task had the intention of assessing if the independent variable was having the desired effect, and if the positive texts evoked more national pride in the participants than the negative texts. Participants were asked to guess the experiment’s hypothesis and report any element they had observed that could be related to the objectives of the research This task had the intention of noticing people that could be aware of the study’s hypothesis or could have detected the pairing of stimuli in the web page images
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