Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the U.S

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

23 Scopus Citations
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Author(s)

  • Chingching Chang
  • Hairong Li

Detail(s)

Original languageEnglish
Pages (from-to)451-472
Journal / PublicationInternational Journal of Advertising
Volume29
Issue number3
Publication statusPublished - 2010
Externally publishedYes