This study aims to explore how discrete contexts of activating national identity influence Korean consumers’ responses to patriotism-themed ads. Specifically, this study proposes that (1) national identity activation will influence Korean consumers in responding to patriotism-themed ads; and (2) positive versus negative context of activating national identity would have different impacts on consumer responses to patriotism-themed ads. Findings from this study suggest that while both positive and negative context of activating national identity improve consumer evaluation of ads with a patriotic theme, such an effect was significantly stronger in the positive context.