Ethnic Differences in Reaction to Children's Advertising
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.
International Marketing Review
TAN, Chin Tiong and Ngui, C.
Ethnic Differences in Reaction to Children's Advertising. (1985). International Marketing Review. 2, (4), 31-37. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/209
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