The Impact of Cultural Patterns on Cognition and Intention in Singapore

• Main Authors: TAN, Chin Tiong, Farley, John U.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1987
• Subjects: Asian Studies; Marketing; Race and Ethnicity
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/263; https://ink.library.smu.edu.sg/context/lkcsb_research/article/1262/viewcontent/TanCT1987ImpactCulturalPattSingapore.pdf
• Institution: Singapore Management University

Ethnicity of models used in advertisements and the advertised product's country of origin are manipulated experimentally to study how attitudes toward advertising and products lead to behavioral intention. A sample of Singaporean students' traditional Eastern values about family and confor...