Ethnic Differences in Reaction to Children's Advertising
Publication Type
Journal Article
Publication Date
1985
Abstract
Reveals ethnic differences in reactions to a printed advertisement in Singapore. Exhibition to dyads of mother-child subjects of Chinese, Malay and Caucasian origins; Awareness and understanding of the advertisement; Reasons for liking it; Mother-child interactions on product request.
Discipline
Business
Research Areas
Marketing
Publication
International Marketing Review
Volume
2
Issue
4
First Page
31
Last Page
37
ISSN
0265-1335
Identifier
10.1108/eb008289
Citation
TAN, Chin Tiong and Ngui, C.
Ethnic Differences in Reaction to Children's Advertising. (1985). International Marketing Review. 2, (4), 31-37.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/209