Measuring the influence of mere exposure effect of TV commercial adverts on purchase behavior based on machine learning prediction models
作者：
Highlights：
• Models based on exposure time to television adverts have significantly lower predictability of actual purchase in comparison with models using demographic data.
• Actual Purchase behavior predictability was not significantly different in models including both demographic data and exposure time data as opposed to those with only demographic data.
• Results suggest that advert exposure time has little to no effect in the short-term in increasing positive actual purchase behavior.
摘要
•Models based on exposure time to television adverts have significantly lower predictability of actual purchase in comparison with models using demographic data.•Actual Purchase behavior predictability was not significantly different in models including both demographic data and exposure time data as opposed to those with only demographic data.•Results suggest that advert exposure time has little to no effect in the short-term in increasing positive actual purchase behavior.
论文关键词：Television adverts,Purchase behavior,SVM,XGBoost,Machine learning
论文评审过程：Received 25 June 2018, Revised 8 March 2019, Accepted 18 March 2019, Available online 30 March 2019, Version of Record 30 March 2019.
论文官网地址：https://doi.org/10.1016/j.ipm.2019.03.007
