Using a Neural Network Model to Assess Advertising Effectiveness: a Validation of the Strategy Assessment (Strata) Model
In this paper, a parallel is drawn between means-end decision theory and neural network analysis and apply this common perspective to empirically validate an advertising strategy assessment model with respect to predicting purchase intent. The results of the meta-assessment of 240 television ads offer strong support for the neural network-based model.
Thomas Reynolds (2017) ,"Using a Neural Network Model to Assess Advertising Effectiveness: a Validation of the Strategy Assessment (Strata) Model", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 844-847.
Thomas Reynolds, (Emeritus) University of Texas, Dallas, USA
NA - Advances in Consumer Research Volume 45 | 2017
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