Abstract
Neural networks can bring together psychometric and econometric approaches to the measurement of attitudes and emotions. This paper describes the analysis by neural network of consumer data gathered from car buyers, with the aim of investigating in detail the contribution made by explanatory variables to degree of satisfaction with last car bought and brand loyalty relating to car purchase. Nodes in the hidden layer of the network were labelled to represent respondents' less easily articulated attitudes or beliefs. Analysis of the findings shows clear differences in attitudes between male and female buyers.
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© 2015 Academy of Marketing Science
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Moutinho, L., Davies, F., Curry, B. (2015). The Use of Neural Networks in Consumer Behaviour Analysis: An Application to Car Buyers. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_12
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DOI: https://doi.org/10.1007/978-3-319-17311-5_12
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17310-8
Online ISBN: 978-3-319-17311-5
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