The Asian stereotype - do we buy it?

Asia has often been regarded as a whole despite the diversity of cultures it encompasses. For instance, while Western advertisers attempt to cater to the rapidly growing Asian market by casting Asian models to represent their brands in Asian countries, it has been noted that these Asian models chose...

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Main Authors: Chua, Xin Yi., Lew, Cassandra Jun Xuan., Lim, Derrick Wei-Cong.
Other Authors: Jung Younbo
Format: Final Year Project
Language:English
Published: 2012
Subjects:
Online Access:http://hdl.handle.net/10356/48953
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-489532019-12-10T13:07:19Z The Asian stereotype - do we buy it? Chua, Xin Yi. Lew, Cassandra Jun Xuan. Lim, Derrick Wei-Cong. Jung Younbo Wee Kim Wee School of Communication and Information DRNTU::Humanities DRNTU::Social sciences Asia has often been regarded as a whole despite the diversity of cultures it encompasses. For instance, while Western advertisers attempt to cater to the rapidly growing Asian market by casting Asian models to represent their brands in Asian countries, it has been noted that these Asian models chosen are mostly of a similar ‘stereotypical’ look. Across different Asian countries, the variations in physical appearance are disregarded. By examining fashion advertisements featuring Asian models, this study aims to find out the effects of physical similarity on purchase intention and memory, mediated by perceived homophily and attraction based on similarity attraction theory. The physical appearances of the models were manipulated into two conditions (stereotypical Asian vs. typical Chinese Singaporean) where Chinese Singapore participants (n = 102) were randomly assigned, with gender balanced across conditions. Results of the experiment revealed that physical similarity between the models and Chinese Singaporean participants had significant effects on participants’ levels of perceived homophily and attraction to the models. The results of a mediation analysis also confirmed that perceived homophily and attraction to the models significantly mediated the effect of physical similarity on the intention to purchase the products. However, there was no significant effect of physical similarity on memory retention. Practical implications for tailoring advertising campaigns, as well as theoretical implications with respect to the dynamism and diversity within Asia are discussed. Bachelor of Communication Studies 2012-05-11T03:01:01Z 2012-05-11T03:01:01Z 2012 2012 Final Year Project (FYP) http://hdl.handle.net/10356/48953 en Nanyang Technological University 75 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Humanities
DRNTU::Social sciences
spellingShingle DRNTU::Humanities
DRNTU::Social sciences
Chua, Xin Yi.
Lew, Cassandra Jun Xuan.
Lim, Derrick Wei-Cong.
The Asian stereotype - do we buy it?
description Asia has often been regarded as a whole despite the diversity of cultures it encompasses. For instance, while Western advertisers attempt to cater to the rapidly growing Asian market by casting Asian models to represent their brands in Asian countries, it has been noted that these Asian models chosen are mostly of a similar ‘stereotypical’ look. Across different Asian countries, the variations in physical appearance are disregarded. By examining fashion advertisements featuring Asian models, this study aims to find out the effects of physical similarity on purchase intention and memory, mediated by perceived homophily and attraction based on similarity attraction theory. The physical appearances of the models were manipulated into two conditions (stereotypical Asian vs. typical Chinese Singaporean) where Chinese Singapore participants (n = 102) were randomly assigned, with gender balanced across conditions. Results of the experiment revealed that physical similarity between the models and Chinese Singaporean participants had significant effects on participants’ levels of perceived homophily and attraction to the models. The results of a mediation analysis also confirmed that perceived homophily and attraction to the models significantly mediated the effect of physical similarity on the intention to purchase the products. However, there was no significant effect of physical similarity on memory retention. Practical implications for tailoring advertising campaigns, as well as theoretical implications with respect to the dynamism and diversity within Asia are discussed.
author2 Jung Younbo
author_facet Jung Younbo
Chua, Xin Yi.
Lew, Cassandra Jun Xuan.
Lim, Derrick Wei-Cong.
format Final Year Project
author Chua, Xin Yi.
Lew, Cassandra Jun Xuan.
Lim, Derrick Wei-Cong.
author_sort Chua, Xin Yi.
title The Asian stereotype - do we buy it?
title_short The Asian stereotype - do we buy it?
title_full The Asian stereotype - do we buy it?
title_fullStr The Asian stereotype - do we buy it?
title_full_unstemmed The Asian stereotype - do we buy it?
title_sort asian stereotype - do we buy it?
publishDate 2012
url http://hdl.handle.net/10356/48953
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