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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 conformity are also examined. Patterns of results for three products are consistent with theoretical predictions of cognitive processes, and attitude-intention links appear stronger than do those in similar tests in the West. Culture has mixed effect.
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Tan et al. (1987) studied this question.
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