The Strata model predicting advertising effectiveness: A neural-network approach enhances predictability of consumer decision making

The use of neuroscience methods in advertising research continues to grow, but it remains controversial.
Reynolds and Phillips

MANAGEMENT SLANT

  • The spreading activation of a neural network underlies consumer decision making.
  • Means–end theory is a special case of a neural network that underlies advertisement effectiveness.
  • The Strata methodology can be used to develop effective advertisements that create a neural network.

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