Corporate sponsorship of a cause: the role of identification in purchase intent

Nonprofit organizations (NPOs) have attracted significant levels of support from corporate sponsors over the past decade. Despite this significant and continuing interest, very little is known about how consumers perceive and respond to corporate sponsors of NPOs. Drawing on social identity theory, the authors propose that willingness to purchase sponsoring firms' products be related to consumers' identification with an NPO. Possible antecedents of identification with an NPO are also modeled, including the prestige of an NPO, consumers' affiliation with an NPO, and their motivation to support a cause. As predicted, the results find a positive relationship between consumers' identification with an NPO and their intentions to purchase sponsors' products. The results also suggest an important role for identification with an NPO in mediating the relationships between the antecedents studied here and consumers' purchase intentions. Finally, the moderating effects of biodata (life experiences) on several modeled relationships are examined. (C) 2003 Elsevier Inc. All rights reserved.

(FAB12_2_019) National identity at Arakawa & Gins’ Site of Reversible Destiny—Yoro, Japan

This paper examines the manipulation of forms of the traditional Japanese stroll garden at Site of Reversible Destiny, a tourist park designed by the New Yorkbased collaborators Shusaku Arakawa and Madeline Gins. Landscape and its representations are central to the construction of national identity in Japan since the cultural distinctiveness of the Japanese people has been argued to rest on their unique relationship to nature and the country’s idiosyncratic geography. The stroll garden of the larger estates and palaces of the Edo period (1615–1867) developed out of earlier temple gardens and most public parks in contemporary Japan are in the grounds of these historic sites or reproduce their forms.

Transformations of taste: Americanisation, generational change and Australian cultural consumption

Researchers within the field of cultural imperialism as well as the more recently developed globalisation paradigm have tended to dwell upon the economic or corporate dimensions of global cultural flows and have been largely indifferent to the domain of the everyday cultural tastes and forms of cultural consumption that exist in particular national contexts. This article seeks to redress this focus through an examination of one particular instance of cultural imperialism, the widely held belief in ?he Americanisation of Australian society. Using data from a major research project inquiring into Australian everyday culture the article focuses on the changes in cultural tastes and preferences that are evident in three generational cohorts: contemporary young adults, a segment of the 'baby-boom' generation now in middle age, and a group of older Australians born in the years following World War I and the 1920s. The article documents a trend in which overseas influences, particularly those originating from America, appear to be increasingly shaping Australians' tastes in a wide range of cultural domains. Nevertheless, despite these changes in cultural taste Australians of ail ages retain a strong sense of a distinctive national identity. Such findings have implications for an understanding of cultural globalisation as a process of hybridisation and intermixing.

Perceptions of a media campaign: The role of social identity and the changing intergroup context

This study examined the effects of political identity and the changing intergroup context on communication perceptions during an election campaign. Perceptions of media bias and of campaign impact on self and others were assessed before and after the election. The responses of politically aligned voters reflected their membership in a dominant or subordinate group preelection and in a losing or winning group postelection. Dominant group members were initially less biased in their views of the campaign and its impact but sought to blame their party's loss on media bias and on the gullibility of political out-group members and voters in general. Subordinate group members initially showed strong in-group-serving biases but were less critical of the media and the electorate after their party had won. Results highlight the dynamic, intergroup, nature of media perceptions.

Refining the risk-benefit equation for thrombolysis: How to identity the low risk patient before administering thrombolytic therapy

In view of the relative risk of intracranial haemorrhage and major bleeding with thrombolytic therapy, it is important ro identify as early as possible the low risk patient who may not have a net clinical benefit from thrombolysis in the setting of acute myocardial infarction. An analysis of 5434 hospital-treated patients with myocardial infarction in the Perth MONICA study showed that age below 60 and absence of previous infarction or diabetes, shock, pulmonary oedema, cardiac arrest and Q-wave or left bundle branch block on the initial ECG identified a large group of patients with a 28 day mortality of only 1%, and one year mortality of only 2%. Identification of baseline risk in this way helps refine the risk-benefit equation for thrombolytic therapy, and may help avoid unnecessary use of thrombolysis in those unlikely to benefit.

Social identity and perceptions of media persuasion: Are we always less influenced than others?

People typically perceive negative media content (e.g., violence) to have more impact on others than on themselves (a third-person effect). To examine the perceived effects of positive content (e.g., public-service advertisements) and the moderating role of social identities, we examined students' perceptions of the impact of AIDS advertisements on self, students (in- group), nonstudents (out-group), and people in general. Perceived self-other differences varied with the salience of student identity. Low identifiers displayed the typical third-person effect, whereas high identifiers were more willing to acknowledge impact on themselves and the student in-group. Further, when influence was normatively accept able within the in-group, high identifiers perceived self and students (us) as more influenced than nonstudents (them). The theoretical and practical implications of this reversal in third-person perceptions are discussed.