ETHNIC DIFFERENCES IN REACTIONS TO CHILDREN'S ADVERTISING
Chin Tiong Tan
(Associate Professor, Head, School of Management, National University of Singapore, Singapore)
Catherine Ngui
(Citibank NA, Singapore)
226
Abstract
A printed advertisement was shown to dyads of mother‐child subjects of Chinese, Malay and Caucasian origins. The analysis showed that after seeing the advertisement the groups differ on several dimensions such as awareness and understanding of the advertisement, reasons for liking the advertisement, and mother‐child interactions on product request.
Citation
Tiong Tan, C. and Ngui, C. (1985), "ETHNIC DIFFERENCES IN REACTIONS TO CHILDREN'S ADVERTISING", International Marketing Review, Vol. 2 No. 4, pp. 31-37. https://doi.org/10.1108/eb008289
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited