Abstract
This article investigates the priming effect of news context on Chinese college students' brand attitudes. The first experiment examined the effects of domestic news topics and news negativity and found that exposure to positive Chinese product news led to lower attitude scores for Nike. The second experiment employed a news piece on China–U.S. trade relations and tested whether different news sources (the Chinese press, the U.S. press, and a combination of Chinese and U.S. press) had the same effect on Chinese brand attitudes. It located a significant effect of news source on Chinese attitudes toward Coca-Cola and Nike.
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