Representing another nation: The influence of foreign citizen ambassadors on product evaluations
Representing another nation: The influence of foreign citizen ambassadors on product evaluations
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DOI：
10.1016/j.jbusres.2018.05.035
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发表时间：
2020-12
影响因子：
11.3
通讯作者：
Nathalie Spielmann;Elizabeth A. Minton
中科院分区：
文献类型：
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作者：
Nathalie Spielmann;Elizabeth A. Minton
通过在两个不同国家进行的两项研究，本研究考察了非名人代言人（即公民大使）的国籍，并回答了以下问题：公民大使的国籍如何影响人们对广告产品的态度？融合意义转移和图式一致性理论，结果表明，使用与消费者不同（相同）国籍的公民大使会导致更高的产品态度，但前提是产品与消费者具有相同（不同）国籍（研究1）。身份显着性低的消费者最容易受到这些影响，因此与身份显着性高的消费者相比，公民大使对具有全国代表性的食品的看法更具影响力（研究 2）。中度不协调（相对于轻度或高度不协调）似乎是公民大使对全国代表性产品的态度影响的更有效解释，尤其是在在线广告中。
Through two studies in two different nations, this research examines the nationality of non-celebrity spokespeople (i.e., a citizen ambassador) and answers the question, how does the nationality of a citizen ambassador influence attitudes toward a product being advertised? Merging meaning transfer and schema congruity theories, the results show that the use of citizen ambassadors of a different (same) nationality as the consumer leads to higher product attitudes, but only if the product is of the same (different) nationality as the consumer (Study 1). Consumers low in identity salience experience these effects the most, such that the citizen ambassador is more influential on perceptions of nationally representative foods, in comparison to consumers high in identity salience (Study 2). Moderate incongruity (as opposed to mild or high incongruity) appears to be a more potent explanation for the effects of citizen ambassadors on product attitudes toward nationally representative products, especially in online advertising.