PT  - JOURNAL ARTICLE
AU  - Thomas J. Reynolds
AU  - Joan M. Phillips
TI  - The Strata Model Predicting Advertising Effectiveness
AID  - 10.2501/JAR-2018-037
DP  - 2018 Oct 02
TA  - Journal of Advertising Research
PG  - JAR-2018-037
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/10/01/JAR-2018-037.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/10/01/JAR-2018-037.full
AB  - The use of neuroscience methods in advertising research continues to grow, but it remains controversial. One area of neuroscience that has the potential to advance understanding of consumer decision making is neural-network analysis. The authors draw a parallel between means–end decision theory and neural-network analysis. They then apply these two theoretical perspectives to validate empirically a recognized advertising-strategy assessment (Strata) model. The results of an analysis of 240 television advertisements offer support for the neural-network-based Strata model. The article concludes with recommendations for how to improve advertising effectiveness.