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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

This is a long description of some author details.

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The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
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Citation

Heller, H. (1981a, June 15). One model of advertising and communications research with applications for all. ANA - ESOMAR. Retrieved May 25, 2025, from


https://ana.esomar.org/documents/one-model-of-advertising-and-communications-research-with-applications-for-all