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
A Meta-Analysis on the Endowment Effect in Experiments
DANIEL SUN, University of Calgary, Canada
The psychological impact of annuities: Can pension payout choice influence health behavior?
Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA
Uncertain Reward Campaigns Impact Product Size Choices
Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University