Instruct: Identify the main and secondary category of Arxiv papers based on the titles and abstracts
Query: Measuring the influence of mere exposure effect of TV commercial adverts
  on purchase behavior based on machine learning prediction models   Since its introduction, television has been the main channel of investment
for advertisements in order to influence customers purchase behavior. Many have
attributed the mere exposure effect as the source of influence in purchase
intention and purchase decision; however, most of the studies of television
advertisement effects are not only outdated, but their sample size is
questionable and their environments do not reflect reality. With the advent of
the internet, social media and new information technologies, many recent
studies focus on the effects of online advertisement, meanwhile, the investment
in television advertisement still has not declined. In response to this, we
applied machine learning algorithms SVM and XGBoost, as well as Logistic
Regression, to construct a number of prediction models based on at-home
advertisement exposure time and demographic data, examining the predictability
of Actual Purchase and Purchase Intention behaviors of 3000 customers across 36
different products during the span of 3 months. If models based on exposure
time had unreliable predictability in contrast to models based on demographic
data, doubts would surface about the effectiveness of the hard investment in
television advertising. Based on our results, we found that models based on
advert exposure time were consistently low in their predictability in
comparison with models based on demographic data only, and with models based on
both demographic data and exposure time data. We also found that there was not
a statistically significant difference between these last two kinds of models.
This suggests that advert exposure time has little to no effect in the
short-term in increasing positive actual purchase behavior.

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The categories of this paper are: cond-mat
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The categories of this paper are: econ
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The categories of this paper are: physics
26
The categories of this paper are: bayes-an
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The categories of this paper are: atom-ph
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The categories of this paper are: dg-ga
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The categories of this paper are: nucl-th
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The categories of this paper are: nlin
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The categories of this paper are: hep-th
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The categories of this paper are: eess
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The categories of this paper are: comp-gas
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The categories of this paper are: cmp-lg
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The categories of this paper are: adap-org
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The categories of this paper are: solv-int
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The categories of this paper are: hep-ex
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The categories of this paper are: alg-geom