Advertising Effectiveness: Examining the Role of Latent Themes on Advertising Success

We extract two latent themes from transcripts of television advertisements using latent topic modelling. Their impact on the advertisements’ success is assessed using a multinomial logit model. We contribute methodologically and substantively by introducing a novel latent theme approach for understanding impact of textual themes on consumer’s ranking of advertisements


Prakash Satyavageeswaran, M G Parameswaran, and Sridhar Samu (2016) ,"Advertising Effectiveness: Examining the Role of Latent Themes on Advertising Success", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 757-757.


Prakash Satyavageeswaran, Doctoral Student, Indian School of Business, India
M G Parameswaran, FCB Ulka, India
Sridhar Samu, Great Lakes Institute of Management, India


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More


The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More


Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.