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Title: The extent of parental yielding to children's requests
Authors: Oh Lee Peng
Tan Shuat Har
Teo Puay Leng
Keywords: DRNTU::Business
Issue Date: 1997
Abstract: The role that children play in family decision-making has changed significantly over the past years. Nowadays, children has a say too when it comes to family decision making. The level of influence that they have on their parents appears to have increased. Marketers, recognising this, have begun to design advertising messages specially targeted at children.
Description: 104 p.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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