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.
Asian Studies | Marketing | Race and Ethnicity
Journal of Consumer Research
University of Chicago Press
TAN, Chin Tiong and Farley, John U..
The Impact of Cultural Patterns on Cognition and Intention in Singapore. (1987). Journal of Consumer Research. 13, (4), 540-544. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/263