Title

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

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