Note the message and feelings you perceive from listening through the song.
More specifically, Yalch and Elmore-Yalch (Yalch & Elmore-Yalch 1984) found that the message with a quantitative body copy, defined as a message with more clear evidence, generated a higher level of perceived message clarity than the non-quantitative message.
Moreover, cellphone usage privacy variables like locking cellphone with password, perceived text message confidentiality, sharing cellphone with others, storing cellphone in a place where others could see and access were not found to be significantly associated with willingness.
A series of bootstrap analysis testing multiple mediation models showed that the relative advantage of concrete message among Koreans was mediated by their perceived message clarity and perceived CSR in response to the concrete message.
It was hypothesised that individual differences in personality (i.e., strength of the BAS and the FFFS) would influence the degree of both message processing (as measured by reaction time to previously viewed message words) and message acceptance (measured three ways by perceived message effectiveness, behavioural intentions, and attitudes).
Hypothesis 3: The concrete message will generate higher perceived message clarity, which will have a positive effect on (a) attitude toward the company and (b) purchase intention for Koreans, but not for Americans.
Research indicates that perceived message clarity is an outcome of concrete messages (Yalch & Elmore-Yalch 1984) and a predictor of consumers' positive responses to such messages (Kim et al. 2010).
As shown in Table 2, the indirect effect of concrete (vs. abstract) message on purchase intention through perceived message clarity was significant, but not on attitude toward the company.
In terms of two mediators, perceived message clarity mediated the effects of concrete (vs. abstract) message on purchase intention only, whereas perceived CSR mediated the effects of concrete (vs. abstract) message on attitude toward the company and purchase intention.
Koreans perceived a concrete message to be more clear compared to an abstract message (b = .79, p < .01).01
The concrete message did not have a significant effect on perceived message clarity (b = −.13, p = .62).62
