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It is believed that the historical background of the Chinese community in Malaysia has significant impact on their emotional dimension towards the Malay cultural heritage, which is the heritage of the major ethnic group in Malaysia. This study aimed to examine the emotional expression of the Chinese ethnic towards Malay cultural heritage images in comparison to the Malay ethnic.  Three different type of Malay cultural heritage images (Malay traditional food - ketupat, Malay traditional dresses – baju melayu/baju kurung and Malay traditional game – wau bulan) were presented to the Chinese (N=80) and the Malay (N=116) participants, recruited from the undergraduate population of a local institution. Participants self-rated their emotional feedback using a non-verbal pictorial measure (Self-Assessment Manikin) which measured the range of emotional response (valence domain), ranging from one (low valence) to nine (high valence).  The Chinese indicated similar level of emotion expression as the Malays in response towards the images of Malay cultural heritage.  Both Chinese and Malay showed higher self-rated emotional expression for traditional food image (i.e. ketupat) than non-food images (i.e. Malay dresses and wau bulan).  Implication of this study points to the effect of acculturation on the emotional development of the ethnic minority and the emotional property of the food image in constructing the emotion.

This study aims to detect the level of attention and gaze behavior on diverse display design of advertisement through the applications of Event Related Potential (ERP) and Eye Tracking. Total of 15 subjects participated in ERP, while two subjects (out of 15) participated in Eye Tracking. The N200 ERP component was recorded using 128-sensor net. The result of the ERP and gaze behavior showed consistent results that subjects were more attentive to the Vertex Reared Grouped (VRG) view compared to Vertex Frontal Grouped (VFG) view, and more attentive to the Right Lateral Grouped (RLG) view compared to Left Lateral Grouped (LLG) view in Session 1 and Session 3 respectively. Visual interpretation of scan path together with fixation duration and saccade duration of gaze behavior data revealed that VRG view and RLG view attracted more attention than its counterpart. For Session 2, the results of the ERP and gaze behavior indicated that subjects were equally attentive to the Right Lateral Singular (RLS) view and Left Lateral Singular (LLS) view. Gaze behavior showed that scan path during RLS view and LLS view indicated similar amount of gaze in both display designs. For cost-effective and limited space advertising, it is advisable that marketers prioritize display design of VRG view than its counterpart and RLG view than its counterpart.

Introduction: The Moral Identity Scale (MIS) measures the construct of moral identity – internalization and symbolization. This study aims to translate and validate the original English version of MIS to the Malay language version.  Methods: The 10 items of MIS (five items of symbolization and five items of internalization) were translated to the Malay language through forward and backward procedures.  A total of 388 youth-aged participants were involved in this online survey.  Participants’ age ranged from 18-24 years old.  More than half were females.  Results: The construct of moral identity was maintained with the re-modeling of internalization.  The final model suggested retaining the three internalization items and five symbolization items.  Discriminant validity and the construct reliability of the two factors were satisfactory (symbolization=0.81, internalization=0.69).  Internal consistencies indicated acceptable Cronbach’s alpha values for both symbolization (0.85) and internalization (0.81).  Test-retest Intraclass Correlation Coefficient (ICC) was good and satisfactory (internalization=0.79 and symbolization=0.81).  Conclusion: The Malay version of MIS is a reliable tool and free from cultural bias which is useful to be applied in a public health-related program.

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