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

JournalofLiteratureandArtStudies，April2015，Vo1．5，No．4，282—300 doi：l0．17265／2159—5836／2O15．04．006 M otivationalOrientationandBrandFamiliarity：Positive EmotionsandSkepticism towardOnlineAdvertising UsingtheEnglishLanguage冰 Mei—RongAliceChert，SufenChen，CouchenWu NationalTaiwanUniversityofScienceandTechnology，Taiwan，China OnlinevideoadvertisingusingtheEnglish languageisatrendin internationalmarketing．Whilepreviousstudies havepointedoutthatindividuals’motivationalorientation inthecontextofadvertising playsakey rolein ad preference and effectiveness，few studieshave been ca~ied outto investigatethe effectofonline English advertisingoninternationalconsumerswithdifferentmotivationalorientationsinnon—Englishspeakingpopulations． Accordingly，thisarticleexaminestheeffectsofmotivationalorientationandbrandfamiliarityonpositiveemotions andskepticism ininternationalconsumers’responsestoonlinevideoEnglishadvertising．Theresultsimplythat participants’positiveemotionscanbeinfluencedmorebytheirmotivationalorientationthanbytheirfamiliarity withthebrand，whiletheirskepticism canbeaffectedmorebybrandfamiliaritythanbymotivationalorientation towardthead．Moreover，participantshighinEnglishpromotionorientationdisplayedhigherpositiveemotions towardunfamiliarbrandonlineadvertisingthandidtheEnglishprevention-orientatedparticipantstowardafamiliar brandad．Prevention orientationexhibitsahigherlevelofskepticism towardsanunfamiliarbrandonlinevideo advertisement．Theeffectsaremore explicitinmotivationalorientation in English than generalmotivational orientation．This research suggests that generating positive emotions and reducing the skepticism of non—English-speakingindividualsisessentialtobuildbrandimageinonlinemarketing． Keywords：motivationorientation，emotions，skepticis