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Research papers

Where East meets West

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Authors: Jon D. Morris, Fei-Wen Pai
June 15, 1997
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Citation

Morris and Pai (1997a, June 15). Where East meets West. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/where-east-meets-west