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
Share Proceeding
Featured papers
See MoreFeatured
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA
Featured
When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements
In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA
Featured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France