Development of cognitive defences in Singapore children

• Main Author: Ng, Ee Chuan
• Other Authors: Nanyang Business School
• Format: Theses and Dissertations
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/42588
• Institution: Nanyang Technological University

With the recent rise in the level of affluence in Asian societies, many changes are ocurring in the purchase behaviour of consumers. Advertisements are increasingly pervasive and are found everywhere, from billboards on the streets to the constant bombardment of advertisements found in television programming Consumers are now drawing greater amounts of pre-purchase search information from these advertisements. Numerous studies investigating the effects of advertising have been undertaken in places like the United States and New Zealand over the past twenty-odd years Researchers are keen to find out how advertising is perceived and treated. Of special interest to a number of researchers are the effects of advertising on children Children are seen to lack the necessary tools required to deal with persuasive communication.