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Published in:
2015 | OriginalPaper | Chapter
Tell Me What You See and I will Tell You Where You Come from : A Cross-Cultural Research on Western and Eastern Children’s Memorization of Advertising
Author : Eliane Karsaklian
Published in: Proceedings of the 1998 Multicultural Marketing Conference
Publisher: Springer International Publishing
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The paper describes the work that has been carried out with 7 year-old children in three different countries. It was shown that the educational program has an influence on the responses that children give when their advertising memorization is measured. Depending on the culture, some kids are more likely to provide richer responses when using verbal methods, while others present better performance when dealing with non-verbal ones.