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Volume 2, Issue 4
1 April 1985
International Marketing Review Cover Image for Volume 2, Issue 4
Review Article| April 01 1985

ETHNIC DIFFERENCES IN REACTIONS TO CHILDREN'S ADVERTISING

Chin Tiong Tan;
Chin Tiong Tan
Associate Professor, Head, School of Management, National University of Singapore, Singapore
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Catherine Ngui
Catherine Ngui
Citibank NA, Singapore
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6763
Print ISSN: 0265-1335
© MCB UP Limited
1985
International Marketing Review (1985) 2 (4): 31–37.
https://doi.org/10.1108/eb008289

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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© MCB UP Limited
1985
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