National images and trade attitudes: The case of South Korea

Abstract

While the number of regional trade agreements has expanded rapidly over the last 20 years, very few studies have analyzed individual preferences towards regional and bilateral trade. It is important, however, to consider individual attitudes toward bilateral trade distinctly. First, much of the recent public opposition to trade has not focused on globalization in general but relationships with specific countries. Second, democratically elected officials have political incentives to initiate trade disputes with unpopular partners. This article examines US public support for bilateral trade with South Korea. It is found that misconceptions about the Republic of Korea reduce US public support for bilateral trade. Priming respondents to view South Korea as wealthy, political allies, or culturally similar, however, increases support for trade. These results highlight the importance of perceptions and national branding on foreign relations.