Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
We present a novel approach to predict core aspects of consumer memory by leveraging advances in machine learning (ML) and natural language processing (NLP). Specifically, we predict the likelihood that consumers will recall specific brands within a product category using word embeddings models trained on large scale text corpora.
Zhihao Zhang, Aniruddha Nrusimha, and Ming Hsu (2018) ,"Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 204-207.
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA
NA - Advances in Consumer Research Volume 46 | 2018
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