Vol. 14 No. 1 (2015), Articles
Vol. 14 No. 1 (2015)

Impact of Dissonant Information about the Peruvian Brand Campaign on National Identity and Social Well-Being

Articles
Published 2014-08-14
Mathias Schmitz
Pontificia Universidad Católica del Perú
Agustín Espinosa
Pontificia Universidad Católica del Perú
PDF (Spanish)

Keywords

national identity
social wellbeing
national brand

How to Cite

Impact of Dissonant Information about the Peruvian Brand Campaign on National Identity and Social Well-Being. (2014). Universitas Psychologica, 14(1), 329-338. https://doi.org/10.11144/Javeriana.upsy14-1.iidc
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Abstract

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.
PDF (Spanish)

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