Publication Type

Journal Article

Version

Publisher’s Version

Publication Date

3-1987

Abstract

Ethnicity of models used in advertisements and the advertised product's country of origin are manipulated experimentally to study how attitudes toward advertising and products lead to behavioral intention. A sample of Singaporean students' traditional Eastern values about family and conformity are also examined. Patterns of results for three products are consistent with theoretical predictions of cognitive processes, and attitude-intention links appear stronger than do those in similar tests in the West. Culture has mixed effect.

Discipline

Asian Studies | Marketing | Race and Ethnicity

Research Areas

Marketing

Publication

Journal of Consumer Research

Volume

13

Issue

4

First Page

540

Last Page

544

ISSN

0093-5301

Publisher

University of Chicago Press

Additional URL

http://www.jstor.org/stable/2489374

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