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.



Citation:

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.

Authors

Thomas Reynolds, (Emeritus) University of Texas, Dallas, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

Read More

Featured

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

Read More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.