Exploratory study of the impact of imagery advertising on product choice.

• Main Authors: Chew, Wendy Soon Eng., Goh, Yee Min., Heok, Kassie Kah Lye.
• Other Authors: Low, Peter Issac Siow Siam
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10847
• Institution: Nanyang Technological University

This project examines Singaporean consumers' response to advertisements featuring models of different nationalities, i.e. a Chinese versus foreign model. In addition, the study seeks to find out if there is any significant difference in the evaluations of advertisements by Chinese and non-Chine...