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There were 55 Koreans and 45 Americans in the concrete message condition, and there were 55 Koreans and 45 Americans in the abstract message condition.
Fig. 2 The interaction effect between message condition and cultural group on purchase intentions.
A two message condition (concrete vs. abstract) by two cultural group (Koreans vs. Americans) factorial design was used.
Two-way ANOVA results revealed significant interaction between message condition and cultural group (F (1, 195) = 5.62, p < .05, η2 = .03) (see Fig. 1).
Two-way ANOVA results revealed a significant interaction between message condition and cultural group (F (1, 196) = 5.18, p < .05, η2 = .03) (see Fig. 2).
In the following, the concrete message condition provided detailed information in the body copy such that Young Telecommunications' habitat movement in Southeast Asia has contributed to addressing severe housing problems, whereas the abstract message condition did not provide any specific information about this habitat movement.
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For individuals with a low level of uncertainty avoidance, two message conditions would not be evaluated differently.
which is the normalized entropy of the confidential message conditioned on the received signal at receiver 2 and available CSI.
The experiments were conducted in experimental labs in Korea and the U.S. Participants from each cultural group were randomly assigned to one of the two message conditions.
We randomly assigned 811 participants to one of six message conditions as part of a 3 (point of reference: family versus community versus bear) × 2 (message framing: gain versus loss) between-subjects factorial design or a control condition.
The latter conditions were included in the analyses in order to control for potential learning effects across message conditions.
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