The Impact of Cultural Patterns on Cognition and Intention in Singapore

Abstract

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.