IDEAS home Printed from https://ideas.repec.org/a/ijb/journl/v15y2016i2p89-116.html
   My bibliography  Save this article

Modelling Consumer Responses to Advertising Slogans through Artificial Neural Networks

Author

Listed:
  • Wan-Chen Wang

    (Department of Marketing, Feng Chia University, Taiwan)

  • Maria Manuela Santos Silva

    (Faculty of Economics of the University of Coimbra, Portugal)

  • Luiz Moutinho

    (The Business School, University of Glasgow, U.K.)

Abstract

This study aimed to achieve an in-depth understanding of consumers' emotional responses to advertising slogans and their effect on the development of advertising effectiveness. The current study is based on a survey data. An artificial neural network architecture was applied in this research study and designed to find patterns of non-linearity, especially if one is dealing with the human "emotional corridor." A good root mean squared error was achieved when highlighting research results like the critical role of consumers' cognitive appraisals and personal involvement. The result manages the outcome desirability of consumers from the product desirability itself and appeal to an emotion-laden pleasant environment. The results are relevant and meaningful to marketing communication from storytelling to consumer-generated advertising. The multiple feedforward the neural network has also enabled the fuzziness of the judgemental data to be dealt with.

Suggested Citation

  • Wan-Chen Wang & Maria Manuela Santos Silva & Luiz Moutinho, 2016. "Modelling Consumer Responses to Advertising Slogans through Artificial Neural Networks," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 15(2), pages 89-116, December.
    • Handle: RePEc:ijb:journl:v:15:y:2016:i:2:p:89-116
    as

    Download full text from publisher

    File URL: https://ijbe.fcu.edu.tw/assets/ijbe/past_issue/No.15-2/pdf/vol_15-2-1.pdf
    Download Restriction: no
    File URL: https://ijbe.fcu.edu.tw/assets/ijbe/past_issue/No.15-2/abstract/01.html
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Celsi, Richard L & Olson, Jerry C, 1988. "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 210-224, September.
    2. Patti Williams & Aimee Drolet, 2005. "Age-Related Differences in Responses to Emotional Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 343-354, December.
    3. Robert J. Fisher & Laurette Dub, 2005. "Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 850-858, March.
    4. Chen-Yu Lin & David Marshall & John Dawson, 2013. "How Does Perceived Convenience Retailer Innovativeness Create Value for the Customer?," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 12(2), pages 171-179, December.
    5. Yves Bentz & Dwight Merunka, 2000. "Neural networks and the multinomial logit for brand choice modelling: a hybrid approach," Post-Print hal-01822273, HAL.
    6. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. "Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 365-381, March.
    7. Trina Larsen Andras & Srini S. Srinivasan, 2003. "Advertising Intensity and R&D Intensity: Differences across Industries and Their Impact on Firm's Performance," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 2(2), pages 167-176, August.
    8. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    9. Jiewen Hong & Angela Y. Lee, 2010. "Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 456-472, October.
    10. Claudiu V. Dimofte & Richard F. Yalch, 2007. "Consumer Response to Polysemous Brand Slogans," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 515-522, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Paulo Duarte Silveira & Susana Galvão & Paulo Bogas, 2018. "The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 3-13.
    2. repec:ers:journl:v:vi:y:2018:i:1:p:3-13 is not listed on IDEAS
    3. Rumpf, Christopher & Boronczyk, Felix & Breuer, Christoph, 2020. "Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli," Journal of Business Research, Elsevier, vol. 111(C), pages 208-217.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    2. Eunae Jung & Hyungun Sung, 2017. "The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales," Sustainability, MDPI, vol. 9(3), pages 1-23, March.
    3. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Catherine Viot & Juliette Passebois-Ducros, 2010. "Wine brands or branded wines? The specificity of the French market in terms of the brand," Post-Print hal-01803728, HAL.
    5. Colleen E. McClure & Justin M. Lawrence & Todd J. Arnold & Lisa K. Scheer, 2023. "The opportunities and costs of highly involved organizational buyers," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 480-501, March.
    6. Sharma, Piyush & Roy, Rajat & Rabbanee, Fazlul K., 2020. "Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing," Journal of Business Research, Elsevier, vol. 109(C), pages 88-100.
    7. Ying-Chih Chang & Tsu-Ming Yeh & Fan-Yun Pai & Tai-Peng Huang, 2018. "Sport Activity for Health!! The Effects of Karate Participants’ Involvement, Perceived Value, and Leisure Benefits on Recommendation Intention," IJERPH, MDPI, vol. 15(5), pages 1-16, May.
    8. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    9. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    10. Muhartini Salim, 2018. "Store Brand Familiarity as a Moderating Variable on the Effect of Personal Involvement on Store Brand Buying Intention," GATR Journals jmmr189, Global Academy of Training and Research (GATR) Enterprise.
    11. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    12. Yi-Lin Tsai & Elisabeth Honka, 2021. "Informational and Noninformational Advertising Content," Marketing Science, INFORMS, vol. 40(6), pages 1030-1058, November.
    13. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    14. Krishnamurthy, Anup & Kumar, S. Ramesh, 2018. "Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 149-156.
    15. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    16. Kim, Kyuha & Lee, Sungmi & Choi, Yung Kyun, 2019. "Image proximity in advertising appeals: Spatial distance and product types," Journal of Business Research, Elsevier, vol. 99(C), pages 490-497.
    17. Lancendorfer, Karen M. & Atkin, JoAnn L. & Reece, Bonnie B., 2008. "Animals in advertising: Love dogs? Love the ad!," Journal of Business Research, Elsevier, vol. 61(5), pages 384-391, May.
    18. Chebat, Jean-Charles & Charlebois, Mathieu & Gelinas-Chebat, Claire, 2001. "What makes open vs. closed conclusion advertisements more persuasive? The moderating role of prior knowledge and involvement," Journal of Business Research, Elsevier, vol. 53(2), pages 93-102, August.
    19. Huang, Li-Ting, 2016. "Flow and social capital theory in online impulse buying," Journal of Business Research, Elsevier, vol. 69(6), pages 2277-2283.
    20. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.

    More about this item

    Keywords

    emotion; advertising; advertising slogan; artificial neural networks;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ijb:journl:v:15:y:2016:i:2:p:89-116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Szu-Hsien Ho (email available below). General contact details of provider: https://edirc.repec.org/data/cbfcutw.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.