Abstract

SCHMITZ, Mathias  and  ESPINOSA, Agustín. Impact of Dissonant Information about the Peruvian Brand Campaign on National Identity and Social Well-Being. Univ. Psychol. [online]. 2015, vol.14, n.1, pp.329-338. ISSN 1657-9267.  https://doi.org/10.11144/Javeriana.upsy13-5.iidc.

The impact of dissonant and consonant information about the national brand campaign on national identity and social welfare is studied using a mixed experimental design from a sample of students from a university of Lima (N = 102). The results show that exposure to negative information about a commercial related to the National Brand exert a negative influence on the components of national identity and social wellbeing, while positive information produces the inverse. These results highlight the importance of proper and responsible handling for the content associated with campaigns that seek to exalt the national ingroup and critical discourses that accompany them.

Keywords : national identity; social wellbeing; national brand.

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