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The Strata Model Predicting Advertising Effectiveness

A Neural-Network Approach Enhances Predictability of Consumer Decision Making

Thomas J. Reynolds, Joan M. Phillips
DOI: 10.2501/JAR-2018-037 Published 1 September 2019
Thomas J. Reynolds
University of Texas at Dallas,
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  • For correspondence: prof.reynolds@alumni.nd.edu
Joan M. Phillips
Andreas School of Business, Barry University,
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  • For correspondence: jphillips@barry.edu
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ABSTRACT

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.

  • Received October 25, 2016.
  • Received (in revised form) October 16, 2017.
  • Accepted December 4, 2017.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 3

Journal of Advertising Research: 59 (3)
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The Strata Model Predicting Advertising Effectiveness
Thomas J. Reynolds, Joan M. Phillips
Journal of Advertising Research Sep 2019, 59 (3) 268-280; DOI: 10.2501/JAR-2018-037

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The Strata Model Predicting Advertising Effectiveness
Thomas J. Reynolds, Joan M. Phillips
Journal of Advertising Research Sep 2019, 59 (3) 268-280; DOI: 10.2501/JAR-2018-037
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