Warc2y
The Strata model predicting advertising effectiveness: A neural-network approach enhances predictability of consumer decision making
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 ...
Warc2y
Applying Laddering Data to Communications Strategy and Advertising Practice
For more than a decade, means-end theory and research techniques such as laddering (Gutman and Reynolds, 1979; Reynolds and Gutman, 1984) have been used to develop effective communications strategies ...