Using Natural Language Processing to Investigate the Role of Syntactic Structure in Persuasive Communication

We propose a natural language processing approach to capture syntactic structure and investigate its unique role in marketing communications. We demonstrate in two follow-up experiments how practitioners can use our method to develop persuasive messages that are more successful in changing consumer attitudes and behaviors.



Citation:

Selin Atalay, Siham El Kihal, and Florian Ellsaesser (2020) ,"Using Natural Language Processing to Investigate the Role of Syntactic Structure in Persuasive Communication", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 831-835.

Authors

Selin Atalay, Frankfurt School of Finance and Management, Germany
Siham El Kihal, Frankfurt School of Finance and Management, Germany
Florian Ellsaesser, Frankfurt School of Finance and Management, Germany



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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