Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia

• Main Authors: Ernest Cyril, de Run, Fah, Chin Sien
• Format: Article
• Language: English; English
• Published: Sunway Academic Journal 2006
• Subjects: AC Collections. Series. Collected works; HB Economic Theory; P Philology. Linguistics
• Online Access: http://ir.unimas.my/id/eprint/526/2/13%20LANGUAGE%20USE%20IN%20PACKAGING%20THE%20REACTION%20OF%20Malay%20and%20chainises%20consumers%20in%20Malaysia.pdf; http://ir.unimas.my/id/eprint/526/13/CHIN%20SIEN%20FAH.pdf; http://ir.unimas.my/id/eprint/526/

This research sets out to determine the changes in attitude, emotion and behaviour of respondents to packaging using Bahasa Malaysia or Chinese in a multicultural Asian country, Malaysia. The findings of this research indicate that respondents reacted more favorably to product packaging imprinted in...