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Article
Publication date: 1 April 1985
Chin Tiong Tan and Catherine Ngui
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…
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.
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