The rise and fall of the Pacquiao effect: Contrastive priming and national identification

College

College of Liberal Arts

Department/Unit

Psychology

Document Type

Article

Source Title

Asian Journal of Social Psychology

Volume

18

Issue

4

First Page

270

Last Page

287

Publication Date

1-1-2015

Abstract

We demonstrate in a series of field and controlled experiments that assimilative and contrastive priming effects can be observed in the pattern of self-concept change in response to a major cultural event. Study 1 used the brief implicit association test (BIAT) to measure national identification of Filipinos online across a period of time that encompassed a national sporting event. The pattern of scores support the hypothesis that while people who were ambivalent about identifying with Filipino concepts exhibited an assimilation effect (i.e. a slight rise in identification after the fight), people who already highly identified with being Filipino experienced a contrast effect (i.e. a slight drop in identification). Study 2 replicated this result five months later with a new sample and ruled out several possible alternative hypotheses. A subsequent controlled experiment and a qualitative investigation consistently supported the hypothesis that the pattern observed in the previous studies is more consistent with assimilative and contrastive priming effects rather than disidentification. © 2015 Wiley Publishing Asia Pty Ltd, Asian Association of Social Psychology and Beijing Normal University.

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Digitial Object Identifier (DOI)

10.1111/ajsp.12110

Disciplines

Psychology | South and Southeast Asian Languages and Societies

Keywords

National characteristics, Philippine

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