Neural Networks in Marketing: Modelling Consumer Responses to Advertising Stimuli

Examines the theoretical base of the neural network technique showing, for example, that it is linked in formal and practical terms with expert systems and that it uses a statistical approach. After beginning with a discussion of models of information processing by consumers, proceeds to outline the main features of the neural network approach including the important question of practical implementation. Then suggests a model to show how the neural network approach can be employed to shed light on the way in which consumers respond to stimuli contained in advertising messages, with particular emphasis on the stimuli which are implicit or embedded in these messages rather than being overtly measurable. Subjects the model and the neural network approach to critical evaluation, and suggests guidelines for further implementation.