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首页> 外文期刊>Social influence >Priming Bush (vs. Obama) increases liking of American brands: The role of intersubjectively important values
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Priming Bush (vs. Obama) increases liking of American brands: The role of intersubjectively important values

机译：布什总统（与奥巴马总统相比）增加了对美国品牌的喜爱：主体间重要价值的作用

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摘要

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.
机译：过去的研究表明，接触文化符号会影响个人喜好。本研究通过显示文化符号部分地通过其与主体间重要价值（被认为在文化中盛行）之间的联系而获得了文化意义，从而扩展了这一发现。此外，文化符号可以通过激活感知的规范偏好来影响个人偏好。在研究1中，美国人对布什的喜好与美国人间主观重要价值观的普及联系在一起。在研究2中，对布什的崇敬和个人对主体间重要价值观的认可，都增加了美国人对标志性品牌（象征美国文化的品牌）的喜爱。此外，人们对标志性品牌的规范偏好完全介导了这种效应。

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