The Effect of Numbers on the Route to Persuasion

Yalch, Richard F.; Elmore-Yalch, Rebecca

doi:10.1086/208988

Cited by 153 publications

(73 citation statements)

References 15 publications

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“…While prior research has examined perceived message clarity and perceived CSR in the context of advertising creativity (Kim et al 2010) or treated it as one of communication outcomes (Lin et al 2011;Stanaland et al 2011;Tian et al 2011;Yalch & Elmore-Yalch 1984), this study tested it as a mediator that can explain for why there are cross-cultural differences in response to the concrete vs. abstract messages. Based on this study's finding, advertising practitioners are advised to create clear and easily understandable messages for cultural groups with high uncertainty avoidance in order to increase the likelihood of generating better communication outcomes.…”

Section: Discussionmentioning

confidence: 99%

“…First, perceived message clarity is characterized as the extent to which audiences perceive media messages as clear and understandable without ambiguity or noise (Darley & Smith 1995;Kim 2006;Kim et al 2010;Yalch & Elmore-Yalch 1984).…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

“…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). 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.…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

“…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, Kim and his colleagues (Kim 2006;Kim et al 2010) considered message clarity one of the creative strategies and demonstrated that message clarity was a significant positive predictor of attitudes toward the ad and brand.…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

“…Taken together, perceived message clarity and perceived CSR are expected to mediate different responses to concrete CSR messages among individuals with high vs. low uncertainty avoidance (Kim 2006;Kim et al 2010;Lin et al 2011;Stanaland et al 2011;Tian et al 2011;Yalch & Elmore-Yalch 1984). In other words, individuals with high uncertainty avoidance, compared to those with low uncertainty avoidance, would perceive the CSR campaign with concrete message components as more clear and understandable and perceive the company as actively incorporating charitable activities into its business.…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

See 4 more Smart Citations

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

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Guided by Hofstede's (Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations, 2001) cultural value of uncertainty avoidance, this study tests whether the effect of concrete vs. abstract CSR campaign messages on attitude toward the company and purchase intention varies by cultural difference in uncertainty avoidance and whether such effect is mediated by the perceived clarity of the message and perceived CSR. Lab experiments were performed in the U.S. and South Korea with American and Korean college students. Two-way ANOVA results revealed the relative advantage of concrete message on attitude toward the company and purchase intention among Koreans (vs. Americans) with high (vs. low) uncertainty avoidance. 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. By identifying an international CSR campaign message strategy, the findings contribute to research on cross-cultural campaigns and CSR campaign effects.

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Section: Discussionmentioning

confidence: 99%

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

See 3 more Smart Citations

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

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Persuasion and Attitude Change

Petty

Wheeler

Tormala

2003

Handbook of Psychology

157

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This chapter reviews contemporary issues in attitudes and persuasion. We describe controversies regarding the underlying bases of attitudes and the debate over whether attitudes are stored memorial representations or constructed on the spot. We review the notion of implicit attitudes with particular attention paid to the various ways in which researchers conceptualize this construct. Next, we review current research on attitude change using the Elaboration Likelihood Model (ELM) as an organizing framework. The ELM postulates that various motivational and ability factors affect the likelihood of thinking about a persuasive message in either a relatively objective or a biased way. When the likelihood of thinking is low, processing such as classical conditioning, affective priming, mere exposure, balance, self‐perception, persuasion heuristics influence. When the likelihood of thinking is high, more cognitively effortful processes are responsible for attitude change. When thinking is high, the number, valence, and confidence in thoughts are important determinants of persuasion. Attitude change can occur in the absence of an explicit persuasive message as research on role playing, mere thought, and dissonance processes demonstrate. A number of theories describe the processes by which information is integrated and combined into an overall summary evaluation. The chapter concludes with a discussion of whether attitudes literally change, or whether old and new attitudes can coexist and jointly influence behavior.

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Communicating Corporate Social Responsibility through Corporate Image Advertising

Pomering

2011

The Handbook of Communication and Corporate Social Responsibility

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The Effect of Numbers on the Route to Persuasion

Cited by 153 publications

References 15 publications

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Persuasion and Attitude Change

Communicating Corporate Social Responsibility through Corporate Image Advertising

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