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Article
Author(s)
Mei-Rong Alice Chen, Sufen Chen, Couchen Wu
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DOI:10.17265/2159-5836/2015.04.006
Affiliation(s)
National Taiwan University of Science and Technology, Taiwan, China
ABSTRACT
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.
KEYWORDS
motivation orientation, emotions, skepticism, brand familiarity, on-line advertising
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References
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Aaker, J., & Lee, A.Y. (2001). I seek pleasure and we avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28 (4), 33–49.
Ahn, S., & Ferle, C. L. (2008), Recall & recognition for brand names and body copy: A mixed-language approach. Journal of Advertising, 37 (3), 107-117.
Alba, J., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(2), 123–156.
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Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior. Psychology & Marketing, 30(8), 635-646.
Bickart, B. A., & Ruth, J. A. (2012). Green eco-seals and advertising persuasion. Journal of Advertising, 41(4), 51-67.
Bolte, A., Goschke, T., & Kuhl, J. (2003). Emotion and intuition effects of positive and negative mood on implicit judgments of semantic coherence. Psychological Science, 14(5), 416-421.
Callister, M. A., & Stern, L. A. (2007). The role of visual hyperbole in advertising effectiveness. Journal of Current Issues & Research in Advertising, 29(2), 1-14.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292–304.
Cesario, J., & Higgins, E. (2008). Making message recipients feel right: How nonverbal cues can increase persuasion. Psychological Science, 19(5), 415–420.
Chang, C. (2010). Message framing and interpersonal orientation at cultural and individual levels. International Journal of Advertising, 29(5), 765–794.
Chapman, A. (2013). Tailoring websites to the user for increased conversion: Case study of Wild Dunes Resort. Journal of Digital & Social Media Marketing, 1(2), 136-143.
Chernev, A. (2004). Goal–attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1), 141-150.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.
Cunningham, R. C. L., & Johnson, M. K. (2005). Neural correlates of evaluation associated with promotion and prevention regulatory focus. Cognitive, Affective, & Behavioral Neuroscience, 5(2), 202–211.
Dens, N., & De Pelsmacker, P. (2010). How advertising strategy effects brand and USP recall for new brands and extensions. International journal of advertising, 29(2), 165–194.
Dörnyei, Z. (2003). Attitudes, orientations, and motivations in language learning: Advances in theory, research, and applications. Language Learning, 53(S1), 3-32.
Evans, D. S. (2009). The online advertising industry: Economics, evolution, and privacy. Journal of Economic Perspectives, Forthcoming, 23(3), 37-60.
Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272–299.
Forbes-Riley, K., & Litman, D. J. (2009). Adapting to Student Uncertainty Improves Tutoring Dialogues. Proceedings from AIED: The 14th International Conference on Artificial Intelligence in Education (pp. 33-40), Brighton, UK.
Förster, J., & Higgins, E. T. (2005). How global versus local perception fits regulatory focus. Psychological Science, 16(8), 631–636.
Gardner, R. C., & Lambert, W. E. (1972). Attitudes and motivation: second language learning. Rowley, MA: Newbury House.
Gross, J. (2001). Emotional regulation in adulthood: Timing is everything. Current Directions in Psychological Science, 10(6), 214–219.
Ha, H.Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438-452.
Haws, K. L., Dholakia, U. M., & Bearden, W. O. (2010). An assessment of chronic regulatory focus measures. Journal of Marketing Research, 47(5), 967-982.
Heath, R. (2009). Emotional engagement: How television builds big brands at low attention. Journal of Advertising Research, 49(1), 62–73.
Heath, T. B., DelVecchio, D. & McCarthy, M. S (2011).The asymmetric effects of extending brands to lower and higher quality. Journal of Marketing, 75(4), 3–20.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.
Higgins, E. T., & Tykocinski, O. (1992). Self-discrepancies and biographical memory: Personality and cognition at the level of psychological situation. Personality and Social Psychology Bulletin, 18(10), 527–535.
Higgins, E. T., Shah, J., & Friedman, R. (1997). Emotional responses to goal attainment: Strength of regulatory focus as moderator. Journal of Personality and Social Psychology, 72(3), 515–525.
Holbrook, M.B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(12), 404–420.
Holden, S. J. S., & Vanhuele, M. (1999). Know the name, forget the exposure: Brand familiarity versus memory of exposure context. Psychology and Marketing, 16(6), 479–496.
Homer, P. M (2006).Relationships among ad-induced affect, beliefs, and attitudes. Journal of Advertising, 35(1), 35–51.
Jain, S. P., Lindsey, C., Agrawal, N., & Maheswaran, D. (2007). For better or for worse? Valenced comparative frames and regulatory focus. Journal of Consumer Research, 34(1), 57-65.
Kim, D. H., & Sung, Y. (2013). Gucci versus Old Navy: Interplay of brand personality and regulatory focus in advertising persuasion. Psychology & Marketing, 30(12), 1076-1087.
Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44(4), 688-701.
Koslow, S. (2000). Can the Truth Hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism. Journal of Consumer Affairs, 34(4), 245–267.
Leavitt, C. (1970). A multidimensional set of rating scales for television commercials. Journal of Applied Psychology, 54(5), 427–429.
Lee, T. R., Lin, J. H., Liao, L. W. C., & Yeh, T. H. (2013). Managing the positive and negative characteristics of enterprise microblog to attract user to take action through the perspective of behavioural response. International Journal of Management and Enterprise Development, 12(4), 363-384.
Liang, B., Cherian, J., & Liu, Y. (2010). Concrete thinking or ideographic language: Which is the reason for Chinese people’s higher imagery-generation abilities? International journal of consumer studies, 34(1), 52–60.
Luna, D., & Peracchio, L. A. (2001). Moderators of language effects in advertising to bilinguals: A psycholinguistic approach. Journal of Consumer Research, 28(2), 284-295.
Luna, D., & Peracchio, L.A. (2005). Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4), 760–765.
Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism towards advertising. Journal of Consumer Psychology, 7(2), 159–186.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4).
Peytcheva, M. (2013). Professional skepticism and auditor cognitive performance in a hypothesis-testing task. Managerial Auditing Journal, 29(1), 27-49.
Pham, M., & Higgins, E. T. (2005). Promotion and prevention in consumer decision-making. In S. Ratneshwar, & D. G. Mick(Eds.), Inside Consumption: Frontiers of research on consumer motives, goals, and desires (pp. 9–43). London: Routledge.
Porcari, J., Greany, J., Tepper, S., Edmonson, B., Foster, C., Sandve, M. & Anders, M. (2010). Will toning shoes really give you a better body? Retrieved from http://www.acefitness.org/certifiednewsarticle/720/
Preacher, K. J., & MacCallum, R. C. (2003). Repairing Tom Swift’s electric factor analysis machine. Understanding Statistics, 2(1), 13–43.
Rampl, L. V., & Kenning, P. (2013). Employer brand trust and affect: Linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 11.
Sohn, S. H. (2013). Living in a consumer society: Adaptation experiences of North Korean youth defectors in South Korea. Asian and Pacific Migration Journal, 22(1), 109.
Soopramanien, D. (2011). Conflicting attitudes and scepticism towards online shopping: The role of experience. International Journal of Consumer Studies, 35(3), 338-347.
Summerville, A., & Roese, N. J. (2008). Self-report measures of individual differences in regulatory focus: A cautionary note. Journal of Research in Personality, 42(1), 247-254.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
Sung, Y.,& Choi, S. M. (2011). Increasing power and preventing pain. Journal of Advertising,40 (1), 71-86.
Te’eni-Harari, T., Lehman-Wilzig, S. N., & Lampert, S. I. (2009). The importance of product involvement for predicting advertising effectiveness among young people. International Journal of Advertising, 28, (2), 203–229.
Teixeira, T., Wedel, M., & Pieters, R. (2012). Emotion-Induced engagement in Internet video advertisements. Journal of Marketing Research, 49(2), 144 –159.
Truong, Y., McColl, R., & Kitchen, P. (2010). Practitioners’' perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), 709-725.
Tse, D. K., Belk, R. W., & Zhou, N. (1989). Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People’s Republic of China, and Taiwan. Journal of Consumer Research, 15(4), 457-472.
Verwijmeren, T., Karremans, J. C., Bernritter, S. F., Stroebe, W., & Wigboldus, D. H. (2013). Warning: You are being primed! The effect of a warning on the impact of subliminal ads. Journal of Experimental Social Psychology, 49(6), 1124-1129.
Wallace, M. J. (1991). Training foreign language teachers: A reflective approach. Cambridge University Press, 21-23.
Wang, J., & Lee, A. Y. (2006). The role of regulatory focus in preference construction. Journal of Marketing Research, 43(1), 28–38.
Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The Panas scales. Journal of personality and social psychology, 54(6), 1063.
Wolin, L. D. (2003). Gender issues in advertising an oversight synthesis of research. Journal of Advertising Research, 43 (1), 111-129.
Wyer, R. S. Jr. (2002). Language and advertising effectiveness: Mediating influences of comprehension and cognitive elaboration. Psychology and Marketing, 19(July-August), 693–712.
Yen, C., Chao, S., & Lin, C. (2011). Field testing of regulatory focus theory. Journal of Applied Social Psychology, 41 (6), 1565–1581.
Yoh, T. (2005).Parent, peer, and TV influences on American teen athletic shoe purchasing. International Journal of Sport Management, 1 (2), 180-189.
Zhang, S., & Schmitt, B. H. (2004). Activating sound and meaning: The role of language proficiency in bilingual consumer environments. Journal of Consumer Research, 31(1), 220–228.
Zhao, G., & Pechmann, C. (2007). The impact of regulatory focus on adolescents’ response to antismoking advertising campaigns. Journal of Marketing Research, 44(4), 671-68.
Aaker, J., & Lee, A.Y. (2001). I seek pleasure and we avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28 (4), 33–49.
Ahn, S., & Ferle, C. L. (2008), Recall & recognition for brand names and body copy: A mixed-language approach. Journal of Advertising, 37 (3), 107-117.
Alba, J., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(2), 123–156.
Assael, H. (1988). Consumer behavior and marketing action (Vol. 3). Boston: Kent Publishing Company.
Assael, H. (1998). Consumer behavior and marketing action (6th ed.). Cincinnati, Ohio: South-Western College Publishing.
Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior. Psychology & Marketing, 30(8), 635-646.
Bickart, B. A., & Ruth, J. A. (2012). Green eco-seals and advertising persuasion. Journal of Advertising, 41(4), 51-67.
Bolte, A., Goschke, T., & Kuhl, J. (2003). Emotion and intuition effects of positive and negative mood on implicit judgments of semantic coherence. Psychological Science, 14(5), 416-421.
Callister, M. A., & Stern, L. A. (2007). The role of visual hyperbole in advertising effectiveness. Journal of Current Issues & Research in Advertising, 29(2), 1-14.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292–304.
Cesario, J., & Higgins, E. (2008). Making message recipients feel right: How nonverbal cues can increase persuasion. Psychological Science, 19(5), 415–420.
Chang, C. (2010). Message framing and interpersonal orientation at cultural and individual levels. International Journal of Advertising, 29(5), 765–794.
Chapman, A. (2013). Tailoring websites to the user for increased conversion: Case study of Wild Dunes Resort. Journal of Digital & Social Media Marketing, 1(2), 136-143.
Chernev, A. (2004). Goal–attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1), 141-150.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.
Cunningham, R. C. L., & Johnson, M. K. (2005). Neural correlates of evaluation associated with promotion and prevention regulatory focus. Cognitive, Affective, & Behavioral Neuroscience, 5(2), 202–211.
Dens, N., & De Pelsmacker, P. (2010). How advertising strategy effects brand and USP recall for new brands and extensions. International journal of advertising, 29(2), 165–194.
Dörnyei, Z. (2003). Attitudes, orientations, and motivations in language learning: Advances in theory, research, and applications. Language Learning, 53(S1), 3-32.
Evans, D. S. (2009). The online advertising industry: Economics, evolution, and privacy. Journal of Economic Perspectives, Forthcoming, 23(3), 37-60.
Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272–299.
Forbes-Riley, K., & Litman, D. J. (2009). Adapting to Student Uncertainty Improves Tutoring Dialogues. Proceedings from AIED: The 14th International Conference on Artificial Intelligence in Education (pp. 33-40), Brighton, UK.
Förster, J., & Higgins, E. T. (2005). How global versus local perception fits regulatory focus. Psychological Science, 16(8), 631–636.
Gardner, R. C., & Lambert, W. E. (1972). Attitudes and motivation: second language learning. Rowley, MA: Newbury House.
Gross, J. (2001). Emotional regulation in adulthood: Timing is everything. Current Directions in Psychological Science, 10(6), 214–219.
Ha, H.Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438-452.
Haws, K. L., Dholakia, U. M., & Bearden, W. O. (2010). An assessment of chronic regulatory focus measures. Journal of Marketing Research, 47(5), 967-982.
Heath, R. (2009). Emotional engagement: How television builds big brands at low attention. Journal of Advertising Research, 49(1), 62–73.
Heath, T. B., DelVecchio, D. & McCarthy, M. S (2011).The asymmetric effects of extending brands to lower and higher quality. Journal of Marketing, 75(4), 3–20.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.
Higgins, E. T., & Tykocinski, O. (1992). Self-discrepancies and biographical memory: Personality and cognition at the level of psychological situation. Personality and Social Psychology Bulletin, 18(10), 527–535.
Higgins, E. T., Shah, J., & Friedman, R. (1997). Emotional responses to goal attainment: Strength of regulatory focus as moderator. Journal of Personality and Social Psychology, 72(3), 515–525.
Holbrook, M.B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(12), 404–420.
Holden, S. J. S., & Vanhuele, M. (1999). Know the name, forget the exposure: Brand familiarity versus memory of exposure context. Psychology and Marketing, 16(6), 479–496.
Homer, P. M (2006).Relationships among ad-induced affect, beliefs, and attitudes. Journal of Advertising, 35(1), 35–51.
Jain, S. P., Lindsey, C., Agrawal, N., & Maheswaran, D. (2007). For better or for worse? Valenced comparative frames and regulatory focus. Journal of Consumer Research, 34(1), 57-65.
Kim, D. H., & Sung, Y. (2013). Gucci versus Old Navy: Interplay of brand personality and regulatory focus in advertising persuasion. Psychology & Marketing, 30(12), 1076-1087.
Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44(4), 688-701.
Koslow, S. (2000). Can the Truth Hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism. Journal of Consumer Affairs, 34(4), 245–267.
Leavitt, C. (1970). A multidimensional set of rating scales for television commercials. Journal of Applied Psychology, 54(5), 427–429.
Lee, T. R., Lin, J. H., Liao, L. W. C., & Yeh, T. H. (2013). Managing the positive and negative characteristics of enterprise microblog to attract user to take action through the perspective of behavioural response. International Journal of Management and Enterprise Development, 12(4), 363-384.
Liang, B., Cherian, J., & Liu, Y. (2010). Concrete thinking or ideographic language: Which is the reason for Chinese people’s higher imagery-generation abilities? International journal of consumer studies, 34(1), 52–60.
Luna, D., & Peracchio, L. A. (2001). Moderators of language effects in advertising to bilinguals: A psycholinguistic approach. Journal of Consumer Research, 28(2), 284-295.
Luna, D., & Peracchio, L.A. (2005). Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4), 760–765.
Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism towards advertising. Journal of Consumer Psychology, 7(2), 159–186.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4).
Peytcheva, M. (2013). Professional skepticism and auditor cognitive performance in a hypothesis-testing task. Managerial Auditing Journal, 29(1), 27-49.
Pham, M., & Higgins, E. T. (2005). Promotion and prevention in consumer decision-making. In S. Ratneshwar, & D. G. Mick(Eds.), Inside Consumption: Frontiers of research on consumer motives, goals, and desires (pp. 9–43). London: Routledge.
Porcari, J., Greany, J., Tepper, S., Edmonson, B., Foster, C., Sandve, M. & Anders, M. (2010). Will toning shoes really give you a better body? Retrieved from http://www.acefitness.org/certifiednewsarticle/720/
Preacher, K. J., & MacCallum, R. C. (2003). Repairing Tom Swift’s electric factor analysis machine. Understanding Statistics, 2(1), 13–43.
Rampl, L. V., & Kenning, P. (2013). Employer brand trust and affect: Linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 11.
Sohn, S. H. (2013). Living in a consumer society: Adaptation experiences of North Korean youth defectors in South Korea. Asian and Pacific Migration Journal, 22(1), 109.
Soopramanien, D. (2011). Conflicting attitudes and scepticism towards online shopping: The role of experience. International Journal of Consumer Studies, 35(3), 338-347.
Summerville, A., & Roese, N. J. (2008). Self-report measures of individual differences in regulatory focus: A cautionary note. Journal of Research in Personality, 42(1), 247-254.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
Sung, Y.,& Choi, S. M. (2011). Increasing power and preventing pain. Journal of Advertising,40 (1), 71-86.
Te’eni-Harari, T., Lehman-Wilzig, S. N., & Lampert, S. I. (2009). The importance of product involvement for predicting advertising effectiveness among young people. International Journal of Advertising, 28, (2), 203–229.
Teixeira, T., Wedel, M., & Pieters, R. (2012). Emotion-Induced engagement in Internet video advertisements. Journal of Marketing Research, 49(2), 144 –159.
Truong, Y., McColl, R., & Kitchen, P. (2010). Practitioners’' perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), 709-725.
Tse, D. K., Belk, R. W., & Zhou, N. (1989). Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People’s Republic of China, and Taiwan. Journal of Consumer Research, 15(4), 457-472.
Verwijmeren, T., Karremans, J. C., Bernritter, S. F., Stroebe, W., & Wigboldus, D. H. (2013). Warning: You are being primed! The effect of a warning on the impact of subliminal ads. Journal of Experimental Social Psychology, 49(6), 1124-1129.
Wallace, M. J. (1991). Training foreign language teachers: A reflective approach. Cambridge University Press, 21-23.
Wang, J., & Lee, A. Y. (2006). The role of regulatory focus in preference construction. Journal of Marketing Research, 43(1), 28–38.
Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The Panas scales. Journal of personality and social psychology, 54(6), 1063.
Wolin, L. D. (2003). Gender issues in advertising an oversight synthesis of research. Journal of Advertising Research, 43 (1), 111-129.
Wyer, R. S. Jr. (2002). Language and advertising effectiveness: Mediating influences of comprehension and cognitive elaboration. Psychology and Marketing, 19(July-August), 693–712.
Yen, C., Chao, S., & Lin, C. (2011). Field testing of regulatory focus theory. Journal of Applied Social Psychology, 41 (6), 1565–1581.
Yoh, T. (2005).Parent, peer, and TV influences on American teen athletic shoe purchasing. International Journal of Sport Management, 1 (2), 180-189.
Zhang, S., & Schmitt, B. H. (2004). Activating sound and meaning: The role of language proficiency in bilingual consumer environments. Journal of Consumer Research, 31(1), 220–228.
Zhao, G., & Pechmann, C. (2007). The impact of regulatory focus on adolescents’ response to antismoking advertising campaigns. Journal of Marketing Research, 44(4), 671-68.