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One model of advertising and communications research with applications for all

Date of publication: June 15, 1981

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Harry E. Heller

Abstract:

This paper describes a model of consumer behavior using a combination of evoked brand sets and multi-attribute techniques that not only predict how considers make their decisions, but provide data that can be used by corporate decision makers.

Harry E. Heller

Author

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Citation

Hanisch and Lönneker (2011a, November 13). All for one and one for all. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/all-for-one-and-one-for-all


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Young, C. E. (2001a, September 23). One size fit all. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/one-size-fit-all


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Reeve and Saville (2006a, October 08). Consumer engagement with digital communications services. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/consumer-engagement-with-digital-communications-services


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Citation

Heller, H. (1981a, June 15). One model of advertising and communications research with applications for all. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/consumer-engagement-with-digital-communications-services