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Research papers

One model of advertising and communications research with applications for all

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.

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Harry E. Heller
June 15, 1981
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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 11, 2024, from


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