Study on the use of ethnic priming and target marketing on the attitudes towards models in print media.
Seah, Lynn Kia Leng.
Liao, Joan Huanting.
Date of Issue2004
College of Business (Nanyang Business School)
Prior studies have shown that ethnicity of models moderate consumer response to targeted advertising. Our research extends this finding by showing how ethnic priming and target marketing can be effectively used in print media on Singaporean Chinese.
Final Year Project (FYP)
Nanyang Technological University