National Identity Salience Increases Trust in National Products via Ingroup Bias and Collective Self-Esteem

Abstract

National identity salience exerts a significant impact on national product consumption. Despite its importance, it is noteworthy that no prior research has examined how national identity salience influences trust in national products or the underlying psychological mechanisms. The present research addresses this gap by demonstrating that national identity salience increases trust in national products via the serial mediation of ingroup bias and collective self-esteem. Departing from prior work that has primarily focused on cross-cultural comparisons, we tested the proposed effects across four studies conducted within a single cultural context (i.e., the U.S.), thereby contributing to the international marketing literature from a within-culture perspective. Specifically, Studies 1a and 1b establish a positive causal relationship between national identity salience and trust in national products, which, in turn, shapes purchase intention toward national products. Study 2 tests the mediating role of ingroup bias, and Study 3 examines the serial mediation effects of ingroup bias and collective self-esteem. Companies producing national products may leverage these insights by strategically priming national identity in their communication efforts to strengthen trust and enhance sales.