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

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.