Effects of foreign product names and country‐of‐origin attributions on advertisement evaluations
Effects of foreign product names and country‐of‐origin attributions on advertisement evaluations
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外国产品名称和原产国属性对广告评价的影响
DOI：
10.1002/mar.4220110204
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发表时间：
1994
影响因子：
6.7
通讯作者：
C. Carroll
中科院分区：
文献类型：
--
作者：
R. Harris;Bettina Garner;Sara J. Sprick;C. Carroll
为了纠正先前关于原产地归因影响的研究方法上的问题，我们进行了两个实验，考察了大学生对带有英语、法语、德语或西班牙语名称的产品简短的口头或书面广告的反应。受试者对他们对广告和喜欢产品名称的程度进行了评分，并对他们购买该产品的可能性进行了评分。结果显示，总的来说，英文名字比外国名字更受欢迎。然而，这一发现因产品而异；对于一些产品，首选一个或多个外国名称。原产国也经常与广告的性别或形式相互作用。一般来说，书面广告比口头广告更受欢迎。结果被解释为在解释原产国效应时需要非常小心和谨慎。©1994 John Wiley & Sons, Inc
In an effort to correct methodological problems with previous research on effects of country-of-origin attributions, two experiments examined college students' reactions to brief oral or written ads for products with English, French, German, or Spanish names. Subjects rated how much they liked the ad and liked the product name and rated their likelihood of purchasing the product. Results showed that, overall, English names were generally favored over the foreign names. This finding, however, varied tremendously with the product; for several products one or more of the foreign names was preferred. Country of origin also frequently interacted with either sex or modality of the ad. In general, written ads were preferred over oral ones. Results were interpreted as arguing for great care and caution in interpreting country-of-origin effects. © 1994 John Wiley & Sons, Inc.