Purpose-The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research …
This paper investigates the ability of connectionist models to explain consumer behavior, focusing on the feedforward neural network model, and explores the possibility of expanding …
E Cherif, T Baccino - Journal of Advertising …, 2022 - journalofadvertisingresearch.com
Online advertisements compete for consumer attention. This research investigates the effects of unexpected features in advertising such as motion and abrupt onset. The authors …
The purpose of this study is to compare the performances of Artificial Neural Networks (ANN) and Multinomial Probit (MNP) approaches in modeling the choice decision within fast …
La presente tesis doctoral aborda una investigación en la que se aúnan dos temáticas importantes muy concretas: el emprendimiento y la comunicación publicitaria. Y en este …
HY Chou, YW Tzau - Journal of Business Administration, 2020 - search.proquest.com
Many companies have produced different-color versions of the same product, thereby pursuing the color diversity of the products. However, in their ads, they might choose to …
MN Greene, PH Morgan, GR Foxall - … Research Methods in …, 2018 - taylorfrancis.com
The aim of this chapter is to propose connectionist models as explanations for consumer behaviour—focusing on the feedforward artificial neural-network model—and to explore a …