Motivational Orientation and Brand Familiarity： Positive Emotions and Skepticism toward Online Advertising Using the English Language

作     者：Mei-Rong Alice Chen Sufen Chen Couchen Wu 

作者机构：National Taiwan University of Science and Technology Taiwan China 

出 版 物：《Journal of Literature and Art Studies》 (文学与艺术研究（英文版）)

年 卷 期：2015年第5卷第4期

页      码：282-300页

摘      要：Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals＇ motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers＇ responses to online video English advertising. The results imply that participants＇ positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.

主 题 词：motivation orientation emotions skepticism brand familiarity on-line advertising 

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