Working Papers

A Natural Language Processing Approach to Predicting the Persuasiveness of Marketing Communications

Siham El Kihal, A. Selin Atalay, and Florian Ellsaesser

Feb 21, 2020

Uses a natural language processing approach (convolutional neural networks) to measure content and synactic complexity and predict persuasiveness of messaging. Dataset includes 134 debates (with 129,480 sentences on different topics), attitude polls from the audience before and after debates, and a follow-up experiment.

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