Contextual information about the Peruvian national ingroup and its effect on attitudes towards a novel brand

The effect of contextual information about the national ingroup on explicit and implicit attitudes towards a novel brand was studied in a sample of students from the city of Lima (n = 59). The results show that negative information about the ingroup has a greater influence than positive information on explicit attitudes towards a novel brand. This effect is understood as a habituation of Peruvians towards positive contextual information about the ingroup, and an ingroup bias that acts when national identity is threatened by negative information. This bias guides participants to explicitly favor the product they consider to be related to their social identity. On the other hand, the lack of visible results in implicit attitudes is explained by the order effect of the Implicit Attitudes Test (IAT). These findings are relevant to the marketing and advertising industries in Peru, which constantly develop campaigns that exalt Peru and the Peruvian identity.
[2018]

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