Exploratory study of the impact of imagery advertising on product choice.
Chew, Wendy Soon Eng.
Goh, Yee Min.
Heok, Kassie Kah Lye.
Date of Issue1999
College of Business (Nanyang Business School)
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-Chinese Singaporeans. The exploratory study was undertaken, as there were not many local studies done in this area of research.
Final Year Project (FYP)
Nanyang Technological University