International Journal of Business and Economics Volume 15, No. 2 December, 2016

Modelling Consumer Responses to Advertising Slogans through Artificial Neural Networks

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.

Keywords：emotion, advertising, advertising slogan, artificial neural networks.

JEL Classifications：M3.

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