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 (in revised form) October 16, 2017.